Accenture’s Name: A 25-Year Legacy from Its Creator

In August 2000, a significant decision was made for Andersen Consulting. Following a lengthy dispute, arbiter Guillermo Gamba ruled that the firm needed a new name by January 1, 2001. This was essential for separating from its parent company, Arthur Andersen. With just four months until the deadline, the challenge was immense. The aim was to create a new brand identity, which included signage and business materials.

Urgent Rebranding Process

The Global Director of Naming and Writing at Landor Associates led the rebranding project. This included senior leaders from various departments like marketing and PR. The urgency was palpable, as the rebranding needed to be completed rapidly, with only 80 days available.

• New name required due to corporate split
• Timeframe: Four months until January 1, 2001
• 65,000 employees involved in the naming process

Unique Naming Strategy

Unlike typical stealth naming projects, this initiative was public. The workforce was called upon to generate name ideas through a process termed “brandstorming.” The aim was to ensure that the new name was approved by legal teams and resonated with global markets.

In a rapid creative development cycle, numerous names were reviewed. A total of 550 names were sent for legal screening, resulting in 51 that passed the vetting process. These names then underwent comprehensive market research and linguistic checks in 65 languages across 47 countries.

Final Selection and Launch

In October 2000, a meeting was held in Miami with 2,500 senior partners. The naming presentation was initially supposed to be live, but instead, it was filmed for later viewing. During this presentation, the name Accenture emerged as a leading choice, favored due to its familiarity and strategic significance.

• Presentation delivered to a camera instead of live
• Accenture led in votes among 50 potential names

Accenture’s Impact Over 25 Years

Since its creation, Accenture has seen remarkable growth. The workforce expanded from 65,000 to 779,000 employees. In terms of revenue, the company skyrocketed from $11.44 billion to $69.67 billion, marking a quarter-century of success.

The evolution of Accenture serves as a powerful example of effective branding and strategic marketing. The naming project remains one of the most notable in corporate history, illustrating the intersection of creativity, business acumen, and global awareness.