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The Twelve Most Tarnished Brands in Tech

Jan 05, 2010, 07:33 (2 Talkback[s])
(Other stories by Harry McCracken)

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"Quick, what’s the most admired technology brand? Maybe you answered Apple. Or Google. Or maybe even Microsoft. I’m reasonably certain, however, that none of the brands you’re about to read about sprung to mind. They’re all damaged goods–severely damaged goods in most cases.

"No brand is guaranteed eternal health. (The two most powerful tech trademarks of the mid-1980s were arguably Compaq and Lotus; both are still around, but in greatly diminished form.) The brands in this story haven’t just lost a little of their luster. Most were once among the most respected names in tech, but ran into financial hardship and got sold (often repeatedly) to new owners who were usually mostly interested in strip-mining whatever goodwill the brands retained with the American public.

"If you ever loved any of the names in this article–and chances are that you once had a high opinion of at least a few of them–prepare to feel a tad glum."

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