Accenture(US:ACN) 财富FORTUNE·2025-10-29 13:06Core Insights - The article discusses the rebranding process of Andersen Consulting to Accenture, highlighting the urgency and complexity involved in the name change due to legal and branding requirements [2][3]. Group 1: Rebranding Process - The rebranding was initiated after an arbitration ruling required Andersen Consulting to change its name by January 1, 2001, with only four months to create a new brand identity [2]. - The project involved extensive collaboration among various departments, including marketing, advertising, and public relations, to ensure a cohesive brand strategy [2][3]. - The naming project was unique as it involved a public naming competition among 65,000 employees, which was termed a "brand storm" [5][6]. Group 2: Challenges Faced - The new name had to pass legal scrutiny in 47 countries and multiple trademark categories, with thousands of trademark applications submitted monthly [3][4]. - The project deviated from typical naming practices, such as allowing ample time for creative development and pre-screening names, due to the tight timeline [6][7]. - A total of 550 names were submitted for legal review, with 51 names ultimately passing the legal checks, which is significantly higher than the usual number [6][7]. Group 3: Final Selection - The final selection process involved a presentation to 2,500 senior partners, where the name "Accenture" emerged as the clear favorite, benefiting from familiarity and strategic significance [8][9]. - The name "Accenture" not only resonated with the existing abbreviation "AC" but also conveyed a forward-looking message, aligning with the company's vision [9]. - Since its inception, Accenture has seen substantial growth, with employee numbers increasing from 65,000 to 779,000 and revenue rising from $11.44 billion to $69.67 billion [9].