Blackwater Dumps Tarnished Brand Name

Security Firm Now Named Xe As Part Of Rebranding Effort Following Deadly 2007 Shooting In Iraq

(AP)  Blackwater Worldwide is abandoning its tarnished brand name as it tries to shake a reputation battered by oft-criticized work in Iraq, renaming its family of two dozen businesses under the name Xe.

The parent company's new name is pronounced like the letter "z." Blackwater Lodge & Training Center - the subsidiary that conducts much of the company's overseas operations and domestic training - has been renamed U.S. Training Center Inc., the company said Friday.

The decision comes as part of an ongoing rebranding effort that grew more urgent following a September 2007 shooting in Iraq that left at least a dozen civilians dead. Blackwater president Gary Jackson said in a memo to employees the new name reflects the change in company focus away from the business of providing private security.

"The volume of changes over the past half-year have taken the company to an exciting place and we are now ready for two of the final, and most obvious changes," Jackson said in the note.

In his memo, Jackson indicated the company was not interested in actively pursuing new private security contracts. Jackson and other Blackwater executives told The Associated Press last year it was shifting its focus away from such work to focus on training and providing logistics.

"This company will continue to provide personnel protective services for high-threat environments when needed by the U.S. government, but its primary mission will be operating our training facilities around the world, including the flagship campus in North Carolina," Jackson said.

The company has operated under the Blackwater name since 1997, when chief executive Erik Prince and some of his former Navy SEAL colleagues launched it in northeastern North Carolina, naming their new endeavor for the area swamp streams that run black with murky water. But the name change underscores how badly the Moyock-based company's brand was damaged by its work in Iraq.

In 2004, four of its contractors were killed in an insurgent ambush in Fallujuah, with their bodies burned, mutilated and strung from a bridge. The incident triggered a U.S. siege of the restive city.

The September 2007 shooting in Baghdad's Nisoor Square added to the damage. The incident infuriated politicians both in Baghdad in Washington, triggering congressional hearings and increasing calls that the company be banned from operating in Iraq.

Last month, Iraqi leaders said they would not renew Blackwater's license to operate there, citing the lingering outrage over the shooting in Nisoor Square, and the State Department said later it will not renew Blackwater's contract to protect diplomats when it expires in May.

Blackwater spokeswoman Anne Tyrrell said the company made the name change was largely because of changes in its focus, but acknowledged the need for the company to shake its past in Iraq.

"It's not a direct result of a loss of contract, but certainly that is an aspect of our work that we feel we were defined by," Tyrrell said.

[beach671]

Blackwater was a sad mistake American''s let happen.

If they are not wearing our countries military uniform they have no right to fight in a foreign country.

They are not combatants agreed to in the Geneva Convention.....war crime isn''t it?

If using mercenaries was a secret CIA operation thats another thing...the country could deny any knowledge or affiliation with them then to save face...but we didn''t go that route.

Since we did it, you better believe it opens the door for other countries to do it as well.

[karenlewis44]

BlackWater got the short end of the stick from the Bush regime. www.theseriouspolice.com

[koko1998a]

A FACIST is still a FACIST no matter what name you give them.

[hatesthecolt]

There is no good reason for private security firms... they are a recipe for disaster.They are filled with sad little losers that can''''t stand not to be out running around with guns looking for opportunities to use them. They need to be shut down. This little stunt will not work... everyone knows who they are.

[crzmeat1]

What''sin a name.. murder graft alitiney of others crimes. Oh why were no charges filed??? I belive Obama could file ohh thats right another crooked politician any one take a look at that bill it will no one except businesses. Funny never saw dems as crooks I do now.

[lila356]

They can change the name, but they can''t change what they do and have done.

[oldpilot954]

I don''t approve of excessive use of force at any time so I don''t excuse Blackwater for their lack of control. However, it is a small step to go from shooting enemy soldiers dressed like civilians to shooting civilians who present hostile attitudes. Blackwater employees were mostly trained by the US military. Those military guys who enjoyed a combat area lifestyle joined Blackwater to make money doing what they enjoyed. To call them mercenaries is correct but then our entire military are simply "hired guns" since we stopped the draft in the early ''70s.

[mytoosense]

Blackwater exemplified the Bush administration.

Get as cheap as you can with pay, benefits and health care for American solders and then pay private mercenaries six figure saleries to do half the job with half the guts and half the morals.

Your doing a great job Browny...

[indianaman13]

Machiavelli states in his "Prince" that the mercenary is the enemy of any nation, and if a nation begins to use mercenaries, the nations base of power is weak, because mercenaries always have "THEIR" interests at heart and go where money goes. An example from history is seen when WASHINGTON battled brittish general HOWE in New York. Howe had 9000 german mercenaries. America has never had to use mercenaries in its history till now, and i hate seeing the similarities between todays America, and England on that day when Washington defeated them.

[chicagorailb]

Filthy Republiscum Posse anyway you choose to name it. Cheney''s view of what American security forces should become - and he got part of his wish with the silly FatherLand Security Administration and TSA ********* every airport in the nation, confiscating toothpaste and nail clippers.



It''s so good to be done with the Republiturd pederasts and liars !

[messiahx4eve]

How about Chenbush or Bushchen Security Services? Republican Social Services? Elephant Security Services? Or how about Georgie & Dickie''s Wild West Security company?

[toolmangler-2009]

Blackwater is what is drained out of an RV''s holding tank from the sewer system. Blackwater is full of S--t and other forms of waste.

[evian_ycnan]

Let`s face it... the violence in Anbar began with four of these eff-ups killing a bunch of people in Fallujah and then getting themselves strung-up vigilante-style on the bridge... and the violence ended when 5 of these eff-ups were arrested and charged by the FBI.

[evian_ycnan]

Xe? Sounds Chinese.

[jetranger7]

"BLACKWATER" aka - "xe" Simply Put, their nothing but "Dirty Water" !! Its very apparent, they''ve drank, too much of their own Dirty Water, its affected their thinking and it shows !!

[seal76-2009]

Blackwater is getting a bad rap for this incident and others. There is war going on in Iraq. There is vitually no time to make decisions. If a unit takes fire they must return fire and get fire superiorty and hopefully not hit civilians. However the differene between a "civilian" and a "insurgent" is the abscence of a weapon. Weapons are not left behind when an insurgent gets killed. Their fellow terrorist take them. So just no weapon does not mean that the body was an innocent bystander. I''ve been to war and in similare situations.

[yongamerica]

Civilians dressed in camo and armed, are not bound by the same rules of engagement. Ask the guys in Hamas or al Qaeda.

[babooph]

Isn''t SS more accurate?

[babooph]

A rose by any other name.....

[indamiddle]

if you need someone to protect you and your family..who do you get? blackwater or some fa@@ggotty liberal outfit from san francisco??