Title: What’s In a Name? Not Much Without a Branding Strategy - Knowledge@Wharton
Headings: What’s In a Name? Not Much Without a Branding Strategy
Marketing
What’s In a Name? Not Much Without a Branding Strategy
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Content: Accenture, the former Andersen Consulting, has taken steps to disassociate itself from its previous name. Its website contains only a few references to Andersen Consulting, and all of its news releases issued prior to its name change have been rewritten to eliminate the words Andersen Consulting and replace them with Accenture. Another company name that Schmittlein says is not as successful as others is Monday, the recently announced moniker for PwC Consulting, formerly part of PricewaterhouseCoopers, the accounting firm. With the negative associations related to Monday – the start of a grinding workweek in the minds of many – the firm should have chosen otherwise. “ I wish them well with the new name but I wouldn’t have picked it,” Schmittlein says. “ If I have to pick a name, I’m picking Friday.” Are some names – even those that have been invented by corporations and brand consultants – inherently better than others? “ One thing that’s important is its pronounceability,” Schmittlein says. ” Another is how culture-bound the name seems to be. Sometimes that’s good and sometimes it’s bad.