Sibec 14 - David's Industry Overview - Perchance to disrupt

Morphing is a special effect in films that changes (or morphs) one image into another through a seamless transition. Across the world, former fitness agencies are all morphing into something hopefully Active. Ireland and Europe are the latest two (formerly ILAM and EHFA) who are now Ireland Active and Europe Active and the Fitness Industry Association morphed last year into ukactive. Famous corporate morphs include one of the earliest, Brad’s Drink, created by a young pharmacist, Caleb Bradham in 1893, then in 1898 it was renamed Pepsi-Cola. In 1996 two guys in California called their new search business BackRub; two years later it morphed in to Google.

Did Sergey Brin and Larry Page have the foresight to rename their company with a single word (Google) that within eight years would become a daily call to action, an ‘active’ verb that describes phenomena and entered the Oxford English Dictionary in June 2006? The words Cola and Pepsi over the years and with billions spent on advertising have now become figures of speech. So will .... Active enter into daily conversation amongst the many over the next 8 to 116 years?

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