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'.
The mutual's days have been numbered ever since its 1990s fall from grace. So what does good business look like when growth is no longer an option?
Lessons from a Roman Emperor, a US computer giant and a British bank.
We've made progress when it comes to improving diversity, but the UK's approach to inclusion shows that it just isn't working.
The Sports Direct founder has shown his trademark boldness in acquiring House of Fraser, but does he have the creativity to turn it around, asks Superunion CEO Jim Prior.
There are dangerous consequences of labelling play as unprofessional, say professors Mark Dodgson and David Gann.
Values are very fashionable, but it's a brave boss who'll cut the dividend for a higher purpose.