History Lessons: What's in a name? - Accenture

When Andersen Consulting changed its name to Accenture in 2000, eyebrows were raised. The brand was trusted worldwide, while the new made-up moniker sounded more like a course of French language tapes than a consultancy. Then came Enron...

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Last Updated: 09 Oct 2013

But the licence to use the Andersen name was due to expire after the firm's split from accounting giant Arthur Andersen. The consultancy had spent about $7 billion building the brand, but the switch was to save the firm. When the Enron scandal broke, Arthur Andersen, its auditor, was charged with destroying Enron documents; Accenture was untainted by the old association. Others haven't been so lucky. After the Post Office switched to the equally obtuse Consignia, new bosses rapidly consigned the name - and hundreds of jobs - to history. The DTI became the Department of Productivity, Energy and Industry in 2005 - for a week. In explaining the change back, new trade secretary Alan Johnson pointed out the acronym's similarity to 'penis' and 'dippy'.

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