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Conference 7.286::digital

Title:The Digital way of working
Moderator:QUARK::LIONELON
Created:Fri Feb 14 1986
Last Modified:Fri Jun 06 1997
Last Successful Update:Fri Jun 06 1997
Number of topics:5321
Total number of notes:139771

3782.0. "Digital Reverts Back to DEC name" by HLDE01::VUURBOOM_R (Roelof Vuurboom @ APD, DTN 829 4066) Sat Apr 01 1995 08:39

    Maynard, Mass. -- April 1, 1995 -- In a surprise move Digital announced
    today that it is reverting back to its old name DEC. "Actually, this
    move will come as no surprise to many of our customers", intimated
    Digital's (now DEC's) CEO Palmer, "many of our customers and the
    press never stopped calling us DEC".
    
    Industry analysts lauded the move, "This is yet again proof that
    Digital is doing whatever it takes to get into the public's eye",
    said Gartner Group's Robinson, "the Digital name was always a 
    problem as people often got confused and assumed a Japanese
    brand. It may sound crazy at first but when you think about it this
    is really a very shrewd marketing move".
    
    DEC switched advertising agencies end of last year to DDB Needham.
    Needham has recently launched a very upbeat, in your face, advertising 
    campaign. "We want to show that this is the new Digital", explains 
    DDB Needham, "what better way to show this than to refocus the name".
    
    DEC will gradually phase out the Digital name. First order of the
    day is to go out and drum up business. "We're not stupid enough to think
    that this will get us out of the woods", said DEC's branding
    manager Malipsky "but we want to get across that we're willing to
    try new and original methods to get back on course."
    
    DEC's stock was up 1 1/4 to 38 3/4 on Friday.
     
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3782.1MAIL2::RICCIARDIBe a graceful Parvenu...Sat Apr 01 1995 08:482
    On a related note:  A spaceship of unknown design landed in the small
    town of Upyoursa, NJ. 
3782.2Good News for Management Consultants Everywhere!PIECES::MEREWOODRichard, REO2/F-C2, DTN 830-3352Sat Apr 01 1995 11:1210
This week's issue of "Management & Mission", published today, runs an 
article on the current spate of research into the sinking of the 
Titanic. By examination of undersea footage and computer simulated 
reconstructions of the ill-fated superliner's final moments a 95% 
certain scenario has emerged. Indeed, by some fluke of fate and 
hithero unknown side effects it appears that Titanic's collision with 
the iceberg and subsequent sinking was the result of nothing less than 
the improper arrangement of deckchairs in the forward recreation area. 
The Sloane School of management commented that years of academic 
research has finally been vindicated.
3782.3NETCAD::SHERMANSteve NETCAD::Sherman DTN 226-6992, LKG2-A/R05 pole AA2Sat Apr 01 1995 11:546
    Ah, thanks for the humor!  Here I am at work on a Saturday (again).
    As I leave LKG today, I'll see a little sign on the wall that asks, 
    "Are your lights out?"  It always gives me something to ponder 
    as I walk to my car ...
    
    Steve
3782.4fyi - for your internalizationSALEM::GEORGE_Nnew englanda fa sure, ayutSat Apr 01 1995 13:435
	I couldn't believe it either.  What I had heard is that we'd be called
"DEC" but you need to spell it out.  An announcement will come out Monday 
describing the change to employees and telling them where they can sign up for
classes on the proper way to spell "D E C" to the public!:>
3782.5Very impressive...POBOX::CORSONHigher, and a bit more to the rightSat Apr 01 1995 17:4318
    
    	Actually Corporate Communications has prepared an extensive set of
    documents detailing the correct methodology for spelling D E C with
    appropriate fonts and graphics.
    
    	It has been said that the SLT devoted personal time to this project
    and that all are in agreement pending final review of the corporate
    standards document and the results from several targetted focus groups
    of customers, employees, managers, media, and the general public.
    
    	Also there is a complete lexicon for our non-English speaking
    brethern including customized fonts in 103 languages. This time
    we are ready!!!!
    
    	Expect to see the new D E C shortly.
    
    
    		the Greyhawk
3782.6HP may say: "Think again...keep on thinking"HDLITE::MODISun Apr 02 1995 21:4719
    Does this mean that we can expect to see the continuation of the last
    week's Wall Street Journal's advisement to something like:
    
        WE WANTED
        TO CALL IT
        KILLER-
        COMPLIANT
        BUTT-KICKIN'
        MEGA-OPEN
        64-BIT UNIX.
    
                 Marketing made us
        shorten it to Digital UNIX.
       
    	..but our old faithful DEC
    	lovin' customers told us
    	that we call it D E C UNIX.
    	
                                   
3782.7PCBUOA::KRATZSun Apr 02 1995 22:362
    re .0
    nicely done
3782.8Speaking of shorter namesI4GET::HENNINGSun Apr 02 1995 23:4938
    This just in; sorry for late posting due to internet mail propogation
    delays, please pretend it's still yesterday.
    
    Maynard, Mass. -- April 1, 1995 -- As a follow on to this morning's
    surprise announcement that Digital is reverting back to its old name
    DEC, the company announced that it is shortening the names of all Alpha
    products.  The move was explained as being required for compatibility
    with the 15-character database and screen fields used by the majority
    of its resellers, distributors, and channels.
    
        Henceforth, the           AlphaStation 200 4/xxx 
        series will be called     Mustang/xxx
    
        The soon-to-be-announced  AlphaServer 8200 5/300
        will now be called        Turbolaser
    
        And the widely praised    AlphaServer 2100 4/200
        will be called            Sable/190
    
    Immediate praise was drawn by industry analysts and consultants
    throughout the computer world, who had heard of Mustang, Turbolaser,
    and Sable, but could never remember which was which in the long-name
    format.  
    
    When this reporter inquired about the legal ramifications of using a 
    term such as Sable, which has previously been used by an automobile
    company, a Digital spokesperson gave the surprising response that "In
    the last go-round a RALLY application with a sense of humor laid off
    all the lawyers, so there was no one to tell us not to.  Besides,
    anyone who buys a computer expecting it carry 6 adult passengers in
    comfort whilst running on no-lead gasoline deserves what he gets."
    
    DEC also announced that it had relaxed its policy on re-hiring former
    employees, and announced the appointment of a junior engineering tech
    in the power supply division (Ken Olsen); a quality assurance
    specialist in the VMS operating system group (Dave Cutler); and
    imaginative dreamers to enter fantastic replies into notes file (too
    many names to list).
3782.9"Don't Forget Phone"ASABET::JDOYLEMon Apr 03 1995 09:077
    Due to the change in corporate image and the reuse-recycle of the term 
    DEC we will have an immediate change in formal phone answering process
    which will be followed up by corporate taskforce and foraml training.
    
    Until trianing is available please answer the phone
    
         "Hello This Is Me, Is That You?"
3782.10CSEXP2::ANDREWSI'm the NRAMon Apr 03 1995 10:464
    >    Until trianing is available please answer the phone
    
    I thought it was "Is this the party to whom I'm speaking?"
    
3782.11MPGS::WATERMANDave Waterman, VIIS GroupMon Apr 03 1995 10:476
    Until you are "phone certified" please refrain from answering the
    phone.
    
    ;-)
    
    DaveW.
3782.12DECMKOTS3::FLATHERSMon Apr 03 1995 10:567
    
     ..and everyone in the company will be mailed expensive high-glossed
    multi-paged book-letts explaining the proper use of the name DEC.
    
    ....and the MKO site will re-plant the shrubs spelling out DEC.
    
    
3782.13Careful Pronunciation RequiredWHOS01::BOWERSDave Bowers @WHOMon Apr 03 1995 11:132
    Here in New York State, Dee Eee Cee is the Department of Environmental
    Conservation.
3782.14PinkDV780::BECKSTROMMon Apr 03 1995 11:482
    Ahhhh.  No one mentioned what the new logo color is?
    
3782.15AXEL::FOLEYRebel without a ClueMon Apr 03 1995 12:045
RE: .14

	Oh, that reverts back to blue with square dots.

						mike
3782.16OpenVMS is now VMSMERIDN::BUCKLEYski fast,take chances,die youngMon Apr 03 1995 12:173
And at the same time DEC changed the name of its highly regarded operating
system from OpenVMS back to VMS. Thousands of customers flooded the CSC with
calls asking what steps were needed to perform the upgrade.
3782.17From the mouths of young humans MINOTR::BANCROFTMon Apr 03 1995 16:499
    The reversion, although amusing here, as an April Fool joke, is not
    a bad idea.
    DIGITAL is an adjective, meaning OF OR INVOLVING A DIGIT in my Digital
    Equipment Corporation issue tiny dictionary.  They do not say which
    digit.  The adjective is used to modify everything from Television
    signals to tape and CD recordings.
    I expect to answer with my official DIGITAL, GOOD MORNING, THIS IS ...
    and have someone say, "Digital what???, wristwatches?"
    DEC pronounced like the floor of a ship was less easy to mistake.
3782.18DPDMAI::EYSTERIt ain't a car without fins...Mon Apr 03 1995 17:301
    ...and I always thought IBM sounded like your youngster had to do #2. :^]
3782.19WHOS01::BOWERSDave Bowers @WHOTue Apr 04 1995 09:321
    I've often suspected that the digit in question was the middle one..:^)
3782.20gee, and I posted it to 20 newsgroups ...SMOKN::MEAGHERCube with a view of the blues ..Tue Apr 04 1995 14:565
 re: .17

 >   The reversion, although amusing here, as an April Fool joke, is not
 >   a bad idea.
  ------------------------------------------^^^^^^^^^^^^^^^^^^^^^  it was?
3782.21Thanks for the memories!KAMALA::DREYERSoon to be cruising!Wed Apr 12 1995 21:2711
 re: .17

	Your note reminded me of the following experience.  When a friend
and I were in the Bahamas in a taxi cab, the driver asked us where we worked.
We told him Digital, and he said "oh, you make watches?"  We looked at each
other, smiled, and said "yeah"...found it quite amusing at the time!



Laura