For many years, one of the most famous brands in the distribution channel was Computer 2000. With huge sales, massive organisation and just about the most extensive customer base in town, it stood astride the UK IT market like a giant. But it is no more. KitGuru pulls out the magnifying glass and deerstalker.
Founded in 1983 by German entrepreneur Axel Schultze (no relation to Axle Rose, apparently), Computer 2000 grew rapidly as a technology distributor and was bought by Tech Data in 1998.
At the point where the 2 merged, Computer 2000 consisted of more than 2,000 employees and sales revenues in the region of $5 billion.
No wonder that Tech Data was in no hurry to change the name on the door, Computer 2000’s brand recognition was more powerful than Tech Data in a number of regions.
So what happens when you put Computer 2000 into your browser this morning?
The board’s logic might make sense in the channel, but less so for a wider audience.
A series of shocks rippled through the Computer 2000 organisation over the past 6 months. Underlying issues were uncovered, there was plenty of coverage in the channel media and a major reshuffle of staff with lots of people leaving.
Tech Data wants to put the whole episode behind it by using 2013 as a ‘cleansing year’, setting up Tech Data as the ‘one pure brand for technology distribution’ in 2014 and beyond.
We’re no experts, but it might have been an idea to pick a logo that didn’t so closely resemble RyanAir maybe.
KitGuru says: We’re not sure that many people outside Tech Data’s HQ would have realised that there were ‘rumours and goings on’. Still, burying the ‘purchased brand’ is a common strategy – just consider ATi.
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