Accenture’s Name Turns 25: Insights from the Creative Mind Behind It

In August 2000, Andersen Consulting faced a significant challenge. Following years of legal disputes, an arbiter mandated that the firm adopt a new name by January 1, 2001. The separation from its parent company led to an urgent need to create a new corporate identity.

Creation of a New Brand

With a tight deadline of just four months, the team at Landor Associates, led by Global Director of Naming and Writing, gathered for an emergency meeting. The task involved developing a comprehensive brand system, including identity, signage, and business materials.

Leadership and Team Dynamics

The meeting included high-level executives, including Andersen Consulting’s Global Managing Director of Marketing & Communications, who had a notable background as Dick Cheney’s Chief of Staff. This assignment was paramount, given Andersen Consulting’s commitment to precision in advising large enterprises.

Challenges Faced

Several obstacles were identified. The new name had to navigate trademark regulations in 47 countries and overcome thousands of competing registrations. Additionally, the internet domain availability presented another complex challenge.

Innovative Naming Process

Typically, naming projects are conducted secretly. However, due to the public nature of this rebranding, Andersen Consulting involved all 65,000 employees in a “brandstorming” initiative to contribute name ideas. The team at Landor designed a structured naming brief to make the process efficient.

Rapid Naming Development

A key feature of this project was the expedited schedule. Instead of lengthy creative development phases, names were reviewed in quick succession. Landor presented options almost every few days, working closely with Andersen Consulting’s leadership.

Legal and Linguistic Vetting

• Initially, 550 names were sent for legal screening.
• 51 names passed the legal checks, a much higher rate than typical projects.
• Each name underwent extensive market research, plus a linguistic evaluation across 65 languages.

The Unveiling of Accenture

As the deadline approached, 2,500 senior partners met in Miami for an essential vote. Originally set for a live presentation, the delivery switched to a pre-recorded format. Each name was vetted and presented with its strengths.

Decision Process

Vote results favored the name Accenture, which resonated strongly with the audience. Its familiarity and strategic implications stood out among options. Accenture built upon the legacy of the previous name while signaling a forward-looking brand identity.

Accenture’s Legacy

Now, 25 years later, Accenture has seen remarkable growth. Employee numbers have surged from 65,000 to 779,000. Additionally, revenue escalated dramatically from $11.44 billion to $69.67 billion, underscoring the success of the rebranding initiative.

The naming project not only transformed a brand but also set a foundation for one of the leading global consulting firms today. The journey of Accenture exemplifies how a thoughtfully crafted name can embody both heritage and future aspirations.