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.
Fifty-six-year-old Pasquale Russo has been doing metalwork for more than 30 years in a tiny southern Italy village. Many craftsmen like him brought with them fabrication skills when they came from the Old World to America.
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