Use the Old Formula
The folks at Borland finally realized that when you have a good thing, you dont change it. When Borland fell on hard times during the e-business craze, the company dumped its distinguishable name and took on a new moniker: Inprise.
But branding is no easy task. Just ask Novell, which dumped NetWare for IntranetWare in 1996, only to revert back to the old name.
Now, Inprise is following suit. The company last week officially completed its name change back to Borland Software Corp. "Borland is a name that is well-recognized in the marketplace," says president and CEO Dale Fuller.
Well, anyone could have told him that.