Accenture’s Legacy: Celebrating 25 Years of Innovation
In August 2000, Andersen Consulting faced a pressing challenge. An arbitration ruling mandated the firm to adopt a new name by January 1, 2001, marking a formal split from its parent company, Arthur Andersen. With only four months to complete this transformation, the urgency to establish a new brand identity was profound.
Rebranding Process Overview
The rebranding project was spearheaded by the Global Director of Naming and Writing at Landor Associates. It involved senior leaders from various departments, such as marketing and public relations, working collaboratively in a fast-paced environment.
- Timeframe: Four months until January 1, 2001
- Employee Involvement: 65,000 employees engaged in the naming process
Innovative Naming Strategy
Unlike conventional stealth naming projects, this initiative was public. Employees participated in a brainstorming session called “brandstorming,” encouraging a wide range of name suggestions. The goal was to develop names that could withstand legal scrutiny while appealing to global markets.
During a rapid creative cycle, 550 potential names were submitted for legal examination, leading to 51 candidates that passed initial vetting. These names underwent extensive market research and linguistic checks in 65 languages across 47 countries.
Final Selection and Launch of Accenture
In October 2000, a key meeting took place in Miami, attended by 2,500 senior partners. Although the naming presentation was initially intended to be live, it was ultimately filmed for later viewing. During this session, “Accenture” emerged as the preferred choice, gaining favor due to its resonance and strategic significance.
- Audience: 2,500 senior partners
- Votes: Accenture led among 50 potential names
Accenture’s Remarkable Growth
Since its establishment, Accenture has experienced substantial growth. The company expanded its workforce from 65,000 to 779,000 employees. Financially, revenue soared from $11.44 billion to $69.67 billion over 25 years, showcasing a successful legacy. Accenture’s journey stands as a testament to effective branding and strategic marketing, marking a significant milestone in corporate history.
