Cisco turns to titanium spoons and sand dunes to build a better … box?

Logowatch Cisco and the vendor formerly known as Pure Storage have let their designers and marketers loose on the internet to explain some recent decisions.

We shouldn’t have referred to Pure Storage using that name, because the company yesterday re-branded as “Everpure,” a name it shares with an Australian purified water company.

The storage company’s schtick has long been storage that scales without requiring forklift upgrades, with consumption-based pricing.

But the company has decided that’s old hat, and that the new name is “a commitment to transform storage that is static and rigid into a system that’s living, resilient, and built to grow.”

Or as CEO Charlie Giancarlo wrote: “Our new identity represents our evolution from redefining storage to rethinking data management, as we help customers unleash the power of data.”

The CEO thinks the new brand also “captures who we have become and where we ...