Accenture Naming Analysis
In August 2000, Andersen Consulting had to make a big change after a long dispute. Arbiter Guillermo Gamba decided that the firm must get a new name by January 1, 2001, to fully separate from its parent company Arthur Andersen. This left the company with just four months to come up with a new identity — including a fresh name, logo, signage, and business materials. The task was huge and urgent. The rebranding work was led by the Global Director of Naming and Writing at Landor Associates, along with senior leaders from marketing, PR, and management teams. They had only 80 days to complete the project. Around 65,000 employees from across the world were asked to take part in finding the new name. They called the idea-sharing process “brandstorming”, as per Emegypt report. It was unique because most naming projects are secret, but this one was open to everyone in the company. The main goal was to choose a name that could pass legal checks and work well in global markets. Employees and team