The Channel logo

News

By | Team Register 28th September 2004 16:01

GE Access changes name

Image makeover

General Electric's marketing bods have left no stone unturned in their search for "a new branding architecture". The upshot so far as GE Access, its Sun Micro distribution business, is concerned is a tweaked name.

GE Access is now to be called "Access Distribution, a General Electric Company". Not a big change, so why the makeover?

Here is what Deborah Lees, UK marketing manager at Access Distribution, has to say on the matter: "The modification allows the business to still benefit from the reputation and recognition it has earned with the 'Access' name, and at the same time, align itself with the power and brand recognition of GE. We will benefit from the support and leadership of GE, and yet continue to strengthen our own reputation and service as Access Distribution."

As one would expect from a cost-conscious distie, Access Distribution is going for a slow phase-out of old-name branded materials. ®

alert Send corrections

Opinion

Lightning

Jack Clark

Just as Jeff Bezos did to books and CDs, Amazon's rivals are now doing to it
Microsoft CEO Satya Nadella
ARA_LIbertad

Chris Mellor

Elliott Management sinks its teeth into retiring godhead

Features

Failure to crack next-gen semiconductors threatens to set back humanity
SMEs get lip service - what they need is dinner at the Club
SAP Match Insights
Vorsprung durch grossendatatechnik, as we like to say in Germany
Inside the Google Lab where surgeons prepare the human/dog experiment
Big Blue exec tells El Reg what to keep an eye on