News Summary

• Commodore was once a home computing giant across the US and Europe.
• Its biggest success was the Commodore 64, which hit the sweet spot between affordability and potential.
• Commodore’s 1990s dismemberment means the current iteration owns a number of trademarks, but essential parts of the ecosystem remain scattered.
• The new Commodore wants to be both reboot and original; past and future.
• But the company also want to be seen as an innovator with an eye on the future, and this results in a kind of branding whiplash.