The 25th-anniversary story of Accenture’s name, from the professional namer who led the project

Core Insights - The article discusses the unique rebranding process of Andersen Consulting, which became necessary due to its separation from Arthur Andersen, culminating in the creation of the name "Accenture" [4][6][19] Group 1: Rebranding Process - The rebranding initiative was prompted by a ruling that required Andersen Consulting to change its name by January 1, 2001, following a lengthy separation from its parent company [6] - The company engaged its entire workforce of 65,000 professionals to contribute to the naming process, emphasizing the importance of collective input [6][7] - A total of 550 names were submitted for legal screening, with 51 names successfully passing the vetting process, which is significantly higher than typical projects [12] Group 2: Naming Strategy - The naming process was characterized by an accelerated timeline, with new names presented every few days, deviating from standard practices that allow for more thorough creative development [9][10] - The name "Accenture" was favored due to its familiarity and strategic implications, resonating with the company's previous branding as "AC" [17][18] - The final selection of "Accenture" was influenced by its strong performance in partner voting, indicating a collective preference among the senior leadership [17] Group 3: Impact and Growth - Since the rebranding, Accenture has experienced significant growth, increasing its workforce from 65,000 to 779,000 and its revenue from $11.44 billion to $69.67 billion over 25 years [19]