Name changes have a long and storied history in this country of great re-inventors. Take Cordozar Calvin Broadus Jr. who became Snoop Dogg or John Osbourne who morphed into Ozzy Osbourne thanks to heavy metal and heavy sedatives. Then there's the transformation of Marion Morrison to film icon John Wayne. And don't forget another film legend who was born Jennifer Massoli but is known to the world as Jenna Jameson.
Institutions aren't immune to the image reinvention either. Before Nissan built the Titan it was good ol Datsun maker of cars with names that had funny numbers and Z's. Before the world got Googled it almost got BackRub'ed. (Co-founders Larry Brin and Serge Page changed the name in 1998 - two years after founding the Internet startup.)
So we probably shouldn't be surprised when a local company announces it's going to change its name. (Who's up for a corporate rebranding retreat?) But Upfront was surprised to see several of them in our Inbox this past week. Maybe it's the recession or that we're slipping into the Dog Days of summer, but nobody seems satisfied with their name. Getting things started was Ochoco Health Systems, a network that includes Prineville's community clinic as well as the community clinics in Bend and Madras. It jumped into the rebranding Black Box and emerged stealthily as Mosaic Medical.
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