What’s in a Name

Andersen Consulting renamed themselves Accenture. At the time it seemed like a bad idea to lose a name with brand recognition and value. Now they look like rocket scientists.

A little while ago Andersen Consulting renamed themselves Accenture, and announced it with a bunch of SuperBowl ads. I remember having conversations with other folks in marketing, about what a terrible idea it was to change from a name that had a lot of brand equity and recognition to something new.

Now the folks behind the name change look like rocket scientists, eh?

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