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

Merlin Data Center Interior

Trevor Pott

Enterprises want them, but they're still a pain in the ASCII
WWI French tank picture via Shutterstock
Vinod_Khosla

Chris Mellor

A VC with startup agenda slams established suppliers. Surprised? Neither were we
ZenPad_RealRacing

Features

Eclipse image via Shutterstock
The Azure Portal: Microsoft is betting on cloud for its future business
container_ship_hamburg_shutterstock_648
Michael Dell. Pic by Joi Ito
Cool Texas dude is just your average billionaire