PracticeConsultingDeloitte’s new consulting name revealed

Deloitte's new consulting name revealed

After several weeks of hard thought, strategic analysis and international verification, Deloitte Consulting has gone back to its roots for inspiration.

The consultancy, which is due to be hived off from its Big Four parent, today announced it would be rebranded as ‘Braxton’, harking back to a company the firm has owned since 1984.

Deloitte Consulting’s CEO, Doug McCracken, said: ‘While our competitors are distancing themselves from their consulting roots, we are reaffirming our commitment to the profession.’

The firm tested 40 short-listed names and found Braxton came out top for linguistic acceptability and cultural associations.

Learning from the derision heaped upon PricewaterhouseCooper’s decision to re-name its consultancy ‘Monday:’, the name was best summed up by chief marketing officer Brian Fugere who said: ‘Let’s face it – the world is tired of coined, invented and whimsical corporate names.’

Unfortunately for Deloitte, another company already has the .com domain name, and no one appears to be using www.braxton.co.uk yet. If you want to learn more about the new name, go to www.dc.com – even www.braxtonglobal.com is still under construction.

The firm was, however, unable to give an update on its actual seperation from Deloitte Touche Tohmatsu.

Related Articles

5 tips for SMEs to protect cash flow

Accounting Software 5 tips for SMEs to protect cash flow

5m Alia Shoaib, Reporter
Tyrie on Finance Bill 2017: ‘Making Tax Policy Better’

Consulting Tyrie on Finance Bill 2017: ‘Making Tax Policy Better’

11m Stephanie Wix, Writer
Managing partner Q&A - the year ahead: Richard Toone, CVR Global

Accounting Firms Managing partner Q&A - the year ahead: Richard Toone, CVR Global

12m Kevin Reed, Writer
Deloitte 'self-imposes exile' on government contracts to defuse PM row

Accounting Firms Deloitte 'self-imposes exile' on government contracts to defuse PM row

12m Kevin Reed, Writer
Managing partner Q&A - the year ahead: Julie Adams, Menzies

Accounting Firms Managing partner Q&A - the year ahead: Julie Adams, Menzies

12m Kevin Reed, Writer
Friday Afternoon Live: Deloitte's tech thing; PAC wants HMRC 'contingencies'; and Sports Direct

Business Regulation Friday Afternoon Live: Deloitte's tech thing; PAC wants HMRC 'contingencies'; and Sports Direct

1y Kevin Reed, Writer
Friday Afternoon Live: HMRC complaints rise; Deloitte scoops big audits; and corporate reporting woes

Audit Friday Afternoon Live: HMRC complaints rise; Deloitte scoops big audits; and corporate reporting woes

1y Kevin Reed, Writer
New head of equity capital markets for KPMG

Accounting Firms New head of equity capital markets for KPMG

1y Stephanie Wix, Writer