Image consultants have been earning fat fees persuading all manner of well-known companies to change their names to something more dynamic, relevant to modern times and preferably something that mangles the rules of the English language. We don’t know who was responsible for creating the name NextLevel Systems Inc. But flushed with a $4.5bn contract for its set-top boxes, the company will revert back to its original name General Instrument Corp. It says it was taking this decision for reasons of previous familiarity and brand awareness. In other words people knew who they were dealing with when boring General Instrument Corp is mentioned.
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