The Story Behind Accenture’s Naming: A Journey of Creativity and Precision
Hey everyone! Today, we're diving into an interesting bit of history about the name Accenture. Have you ever thought about how a name can shape a company's identity? Well, grab your popcorn because we have an epic tale about branding, creativity, and a tight deadline.
A Race Against Time
So, picture this: it's August 2000, and the word has just dropped that Andersen Consulting (the company we now know as Accenture) must change its name by January 1, 2001. That's right—following a messy split from its parent company, they’ve got only four months to whip up a whole new brand identity. Talk about pressure!
Anthony Shore, the Global Director of Naming and Writing at Landor Associates, finds himself in the hot seat. Leading a massive team—including big shots from marketing and PR—Shore is tasked with creating a fresh identity in just 80 days. With the clock ticking, they’re ready to brainstorm like never before.
The Unique Naming Challenge
While most naming projects are kept under wraps (think stealth mode), this one is out in the open. Everyone knows that Andersen Consulting needs a new name, and they’ve got everyone on board—65,000 professionals contributing ideas. Yep, you heard that right! Everyone pitches in, making the naming process feel more like a big family brainstorming session.
Shore had been working with Andersen for years, so he knew the deal. Getting this name right was more than just a fun exercise; it was crucial for the company’s future. He laid out the tough challenges ahead, including trademark hurdles and a tangle of languages across 47 countries.
Brandstorming: The Quest for Names
You might think company naming competitions are just fluff, but this was serious business. The goal? To create a ton of potential names. Over time, they came up with 550 suggestions, which were sent through rigorous legal checks. Out of those, an impressive 51 names made it through to the next stage. Talk about efficiency!
These names weren’t just vetted for legality—they also needed to pass the ultimate test: market research and linguistic sensitivity checks in 65 languages. Talk about thorough!
The Big Reveal in Miami
As October rolled around, the excitement was palpable. Andersen Consulting gathered its top-level partners in Miami for a crucial decision-making moment: voting on the final name options. Shore was set to present these names live, but at the last minute, the plan changed. Instead of an audience, he was whisked away to a hotel room to record his presentation for the big screen.
With bated breath, everyone watched as he introduced the names. One name, Accenture, stood out and took the lead dramatically. This was no coincidence; the name struck a chord due to its familiarity (it had connections to "AC," a nickname for Andersen Consulting).
A Name for the Future
Fast forward to January 1, 2001, and the world was introduced to Accenture. Fast forward another 25 years, and the transformation was mind-blowing. Accenture grew from 65,000 employees to 779,000 and saw its revenue soar from $11.44 billion to $69.67 billion. The naming project not only delivered a catchy name but marked the true rebirth of a brand.
So there you have it, folks! Sometimes a name can carry the weight of a brand’s entire future. And in the case of Accenture, this naming adventure became a historic branding success story.
What do you think about the importance of a brand name? Can it really shape a company's destiny? Share your thoughts in the comments below!
About the Author:
Anthony Shore has extensive experience in naming and branding, having led significant projects for over 36 years.
Stay tuned for more insights and stories that inspire and inform!
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