Celebrating 25 Years of Accenture: Insights from Its Creative Visionary
In August 2000, Andersen Consulting faced a critical moment in its history. Legal disputes resulted in an arbiter’s ruling, mandating a new name by January 1, 2001. This separation from its parent company created an urgent call for a distinct brand identity.
Creation of a New Brand
With only four months to rebrand, the team at Landor Associates, led by its Global Director of Naming and Writing, convened an emergency meeting. This team included key executives from Andersen Consulting, including a notable figure who previously served as Chief of Staff to Dick Cheney. The goal was to develop a cohesive brand system that included identity, signage, and business materials.
Challenges in Rebranding
The rebranding process presented several challenges. The new name had to comply with trademark regulations in 47 countries, while also battling thousands of competing registrations. Furthermore, securing an appropriate internet domain added another layer of complexity.
Innovative Naming Process
Typically, naming projects remain confidential. However, the public nature of this rebranding led Andersen Consulting to involve all 65,000 employees in a “brandstorming” initiative to generate name ideas. Landor structured a naming brief, optimizing the process.
Rapid Naming Development
One distinctive aspect of this initiative was the expedited timeline. Instead of prolonged creative phases, names were assessed and reviewed in rapid succession. Landor presented fresh options nearly every few days while collaborating with the firm’s leadership.
Legal and Linguistic Vetting
Initially, 550 names were submitted for legal scrutiny, with 51 successfully clearing these checks—an exceptionally high success rate. Each contender underwent comprehensive market research along with a thorough linguistic evaluation in 65 languages.
The Unveiling of Accenture
As the deadline loomed, 2,500 senior partners gathered in Miami for a pivotal vote. What was initially planned as a live event transitioned to a pre-recorded presentation. Each name was meticulously examined along with its advantages.
Decision Process
The vote favored the name Accenture, which resonated deeply with the participants. Its strategic implications and familiarity distinguished it among the alternatives. This new name honored the legacy of Andersen Consulting while indicating a forward-looking corporate identity.
Accenture’s Legacy After 25 Years
Today, Accenture stands as a testament to successful rebranding. Over the past quarter-century, its workforce has expanded from 65,000 to 779,000 employees. Revenue growth is equally impressive, leaping from $11.44 billion to $69.67 billion.
This remarkable transformation is a direct result of the company’s rebranding efforts. Accenture’s story illustrates how a well-conceived name can encapsulate both its historical significance and aspirations for the future.
