LEADER: Dumping dotcom name is not enough

<p>The rash of companies dropping their dotcom names and repositioning </p><p>to detach brands from anything techie appears to be the latest trend </p><p>infecting the sector. There was a time when branding as a dotcom was a </p><p>fundamental part of establishing a business in the rising sector. Then a </p><p>simple prefix, anything i- or e-, was enough to get investor backing. </p><p>Now web advertising companies like 24/ Media Asia are clambering to shed </p><p>their spots as fast as they can. A name should suggest what a company is </p><p>all about. But if changes are simply cosmetic, the only party likely to </p><p>see any return from the expensive rebranding, will be the branding </p><p>consultancies. </p><p><BR><BR> </p>