The good news: Yahoo clearly has not spent a cent devising [Altaba", the new name for the investment company that will be left after the operating business is sold to Verizon. The bankers` working title of [RemainCo" is hardly less exciting. Further good news: the people who came up with what seems to be a combination of [alternative" and [Alibaba" (Yahoo`s stake in which is its most valuable asset) did not decide to call the new company [Alibernative". The bad news: one underwhelming naming ceremony does not signal an end to wilder rebrandings. Fuelled by the never-ending cycle of mergers and demergers, inventing new names is an annuity business for brand gurus and a dependable source of nonsensical justifications from the marketing department. I thought this sector had reached a low point in 2014, when PwC rebranded Booz & Company, the consultancy it had bought, as Strategy&. But the past year has seen the birth of Conduent, which sounds more like an intimate skin balm than the business process services group that was part of Xerox. Arconic, which makes multi-material products for aerospace groups and carmakers and emerged from Alcoa, could be an old-fashioned cocktail mixer. In fact, according to the group, the A stands for Alcoa, the [arc" for the [arc of progress", and the [conic" alludes to the iconic products the company produces. Whatever. History suggests that if a company is successful, people do get used to its new handle, however outlandish it seems at first (think of Accenture or Diageo, at first ribbed for their portmanteau brands). The people I usually pity in rebranding exercises are the front-line employees. They suffer the indignity of having to explain themselves - and their new name - long after the marketing department has packed away the jargon and the branded freebies. For instance, I can only imagine the pain of staff at [Everything Everywhere" before that 2010 telecoms joint venture was renamed EE. Yahoo looked an odd brand at first - though co-founders Jerry Yang and David Filo`s original name [Jerry`s Guide to the World Wide Web" was never going to last. Still, the brand was enough to energise its early hires. According to Karen Angel`s book Inside Yahoo!, published in 2002, the group`s first head of marketing even replanted her garden to bloom in Yahoo`s purple and yellow colours. Those flowers have long since wilted. Now, my sympathies are with the staff who will continue to work at the operating businesses, under the unchanged Yahoo banner, rather than the few who will run Altaba. As the once-mighty internet group`s reputation suffers slow death by a billion data breaches, a rebrand, however dull or wacky, would probably come as a merciful relief to Yahoo`s job-seeking employees. Huagong Innovation Technology Co.,Ltd.HGIT is a professional provider of polyurethane automatic equipment and sealing system solutions.The company is located in the beautiful coastal city -Dalian. Lianshi equipment of Huagong has a number of independent intellectual property rights,and also has the features of stable,secure,reliable etc. E-mail:hgcx@vip.163.com,info@hgcx.cn TEL: +86-411-39525022 FAX: +86-411-39525009 Website:http://www.hgcx.cn/en Hannah:+86 18940978320 foaming machineCNC PU Seal Pouring MachineFoam sealing gasket machineFoam sealing strip machine (FIPFG)Foam sealing machineKnurling machineElectronic Grinding MachineBridge cut-off machineSix-axis Robot Foam sealing MachineAluminum thermal barrier potting systemTwo-color laminating machine for AluminumPU Sealing gasket MachineAutomatic spreading machineDispensing machine