LEADER - Some notes for the image conscious
January 2001 will not be remembered as a golden month for the image of management consultants. The unveiling of the Accenture brand was met with a mixture of indifference and mockery from the press. Private Eye among many others took a potshot at the name-change and although Accenture was, no doubt, taking the joshing in good stead, the entire re-branding could have gone more smoothly. The company's TV campaign did much to establish that the name change was not such a big issue. But, once again, consultancy fell short when it came to telling the public what, as an industry, it actually does. Isn't this where the real effort should be channelled?