Last week, after a three month effort, Anderson Consulting announced they’d settled on a new name… Accenture. [Rhymes with adventure.] The organization is planning to spend as much as $170 million in an aggressive global re-branding campaign.
Anderson’s name change reportedly involved more than 3,000 trademark searches in 49 countries, the obligatory domain availability searches, as well as significant cultural sensitivity research. After all, It would be a shame to discover that such a shiny new name translated to “your mother smells like dung” in a foreign land, or was impossible to pronounce without swallowing one’s own tongue.
For all that, it’s a moniker that clearly communicates: “chosen by committee”.