Most company re-brandings from English names to nonsense words,
eg, from Western Electric to Lucent and Avaya
struck me as silly ways to through away decades of good will.
But one lucky company, Anderson Consulting had the fortune
to rename itself to Accenture before the meltdown
of its like-named accounting firm.
Accenture's branding campaign is still silly though. For example,
one print ad states:
Chinese to be the number one Internet language by the
year 2007; now it gets interesting.
The implication is that Accenture has the vision and unique capabilities
that are essential to this exciting, yet demanding, future.
Update: 2003 Jan 23
For print ads from this campaign, see back issues of from year 2002 of
The Economist, or Harvard Business Review.
Actually I am trying to locate this advertisement and use it in class. Can anyone tell me where I could get a visual image of it?
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