I think, if done properly, a company such as Fairchild can pull this off but only if the product lives up to the hype. We seem to live in a time period where hype can rule the day. (Look at Congress. Anyone know what these guys and gals really do? ) I certainly think any and all claims must be substantiated with solid testing and data acquisition. In other words, show me the numbers! A product that cannot live up to the claims made is a product doomed to failure. Reading between the lines, I would hope the rebranding includes new products that fill specific needs and not "fluff", here today--gone tomorrow.
It seems like name changing is indeed a new corporate fad, and it seems to be associated with changes in upper management. I would point out that mostly, the way to get ahead is to not go in circles, constantly changing direction. ( That is not a concept that I invented).
If Fairchild wants to become a big name in power then they should announce that and get a nice logo that states"Fairchild Power!" or perhaps "Fairchild POWER semiconductor" would be good.
Abandoning a name with many years of accomplishments and a good reputation is quite a waste.
Digital healthcare devices and wearable electronic products need to be thoroughly tested, lest they live short, ignominious lives, an expert will tell attendees at UBM’s upcoming Designers of Things conference in San Jose, Calif.
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