Big business and Labour can make a winning team: the Government cannot achieve its aim of a better society on its own. Advances will only come if it forms a coalition with big business. (Business).

Marketing Week, June, 2002 by George Pitcher

I'm afraid I have problems with the new name for PwC Consulting, the consultancy arm of audit and accountancy outfit PricewaterhouseCoopers. With the assistance of branding consultants from Wolff Olins, PwC is to be known henceforth as Monday.

Monday apparently has clear brand associations, which Wolff Olins will have researched. According to a PwC spokesperson, Monday inspires images of "fresh thinking, doughnuts and hot coffee". It could just as easily have been hot thinking, fresh doughnuts and coffee.

And the company's assertion that the name signifies "a new beginning", as in the start of a new week, must surely come as a surprise to the Christian church. But that's the problem, with brand names -- they can mean whatever you want them to mean.

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