Editors Note: February 12, 2001
If there's one thing the business world should have learned from the dot-com debacle, it's that brand equity goes at least as far, if not further, than a good business concept.If theres one thing the business world should have learned from the dot-com debacle, its that brand equity goes at least as far, if not further, than a good business concept. But not everyone seems to have learned that lesson. Novell recently joined forces with Accenture and Nortel Networks to create a new company called Volera. While the concept of selling intelligent caching solutions is a sound one, Volera isnt necessarily the vendor that jumps to mind in this space. Like the dot-coms that came and went before it, Volera faces an uphill battleand that trek looks more like technical climbing on a sheer cliff than a strenuous day-hikein making its name a staple in corporate America.
This is a far different task than what established companies face when they change their names. Accenture doesnt exactly roll off the tongue like Andersen Consulting, but at least it has a long list of customers it can tell. Thats much the same exercise that integrator Solutech just went through when it changed its name to Quilogy, following a dispute over the Solutech URL. Even 3Com, which has lived through several reinventions of itself, has opted for repositioning everything but the Palm rather than spinning out new companies.