Maclean’s columnist Steve Maich thinks Nortel needs a new name to “make a dramatic break from the past”. The problem, he said, is Nortel’s current name is associated with an accounting scandal rather than innovation. I’m not sure a name change is the right given it is so hard to re-establish a world-class brand but I do see Maich’s point. But rather than going through an expensive re-brand, Nortel is re-making itself with a new executive team, a new board of directors and a new strategy.
Nortel Needs a New Name?
Maclean’s columnist Steve Maich thinks Nortel needs a new name to “make a dramatic break from the past”. The problem, he said, is Nortel’s current name is associated with an accounting scandal rather than innovation. I’m not sure a name change is the right given it is so hard to re-establish a world-class brand but I do see Maich’s point. But rather than going through an expensive re-brand, Nortel is re-making itself with a new executive team, a new board of directors and a new strategy.