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.
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