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