'Accenture' seemed foolish; now it seems a stroke of luck.(name dissociates company from former sibling Arthur Andersen)(Brief Article)

Advertising Age, January, 2002 by Crain, Rance

A year ago, when Andersen Consulting became Accenture, people lined up to deride the new moniker. Edward Saenz, founder of Gravity Branding, a San Francisco firm that comes up with new company and product names, told The Wall Street Journal that Accenture "violates so many rules: It's difficult to spell. I don't believe it's compelling. It doesn't lead us to ask more. It's so confusing that you just stop thinking about it and you shut down."

In the aftermath of the Enron scandal and the role played in it by Accenture's former sibling company, accountant Arthur Andersen, the top brass at Accenture must be thanking their lucky stars nobody is thinking about it.

Accenture is also lucky its first advertising effort, on last year's Super Bowl telecast, was...

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