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Fox Eats Rabbit, Changes Name To Peter

Stuart Elliott points out that it's pretty rare that a company acquires another, then changes its name to the brand or company it consumed. Examples show why it's a no-brainer: SBC Communications bought AT&T and became AT&T; Chemical Bank grabbed Chase, and doffed Chemical; Allied Signal became Honeywell.

And now Unitrin, a Chicago-based insurance company with $2.7 billion in revenue (which Elliott rightly suggests sounds like an analgesic) will become the Kemper Corporation, assuming the name of its Kemper division.

Read the whole story at The New York Times »

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