In a blog post at CEDmagazine.com, Brian Santo writes that some brands are just brands; some brands become iconic. In the latter category are brands that not only stand for whatever they stand for, but are also invested with history: Ford, Chanel, Hershey’s. Motorola is another, and Arris is retiring it.
Arris said it will cease using the Motorola name for its retail products at the end of this year.
To be sure, the name “Motorola” will not disappear. In recent years, the Motorola brand was fractured into pieces and distributed. It will continue to be affixed to mobile phones and mobile network equipment, but the line owned by Arris was the line that most people, including me, traced straight back to the grand, old, original Motorola, the one that made TVs.
Don’t get me wrong – Arris has every right to retire the brand – and should. It makes no business sense to maintain two roughly equivalent brands. Arris has an obligation to build its own brand, and is doing a fine job of it.