In August 2000, Andersen Consulting faced a pivotal moment that required an immediate and significant organizational change. Following a protracted dispute, arbiter Guillermo Gamba declared that the consulting firm must adopt a new name by January 1, 2001, to officially dissociate from its parent company, Arthur Andersen. With just four months left until the deadline, the firm embarked on an ambitious rebranding initiative aimed at crafting a new brand identity that encompassed everything from signage to business materials.
The rebranding project was spearheaded by the Global Director of Naming and Writing at Landor Associates, along with senior leaders from various departments, including marketing and PR. The urgency of the task was evident, as the rebranding effort had to be completed within a tight timeframe of just 80 days.
An intriguing aspect of this rebranding process was the approach taken to generate name ideas. Unlike traditional stealth naming projects, Andersen Consulting decided to involve its workforce in a unique initiative dubbed “brandstorming,” which called upon employees to contribute their ideas for a new name. This inclusivity ensured that the potential new name would not only be legally approved but also resonate with global markets.
Throughout the rapid creative development cycle, a staggering 550 names were submitted for legal screening, leading to 51 candidates that cleared the vetting process. These names then underwent extensive market research and linguistic checks across 65 languages in 47 countries to ensure global appeal.
In October 2000, a pivotal meeting was convened in Miami, attended by 2,500 senior partners. Although the presentation of the new name was initially intended to be delivered live, it was later filmed for later viewing. During this crucial presentation, “Accenture” emerged as the leading candidate, given its strategic significance and accessibility.
Since its inception, Accenture has experienced remarkable growth, expanding its workforce from 65,000 to an impressive 779,000 employees. Financially, the company saw its revenue soar from $11.44 billion to an astonishing $69.67 billion in the past 25 years, highlighting a successful trajectory in the consulting industry.
The evolution of Accenture stands as a powerful testament to the efficacy of strategic branding and marketing. This naming initiative has become one of the most notable milestones in corporate history, demonstrating a successful blend of creativity, business insight, and an understanding of global dynamics. As Accenture continues to thrive, it serves as a source of inspiration for businesses navigating the complexities of rebranding in today’s competitive landscape.