Deloitte Consulting gets a makeover

The new name "represents a return to common sense"

Deloitte Consulting is to change its name to Braxton, in the latest of a wave of image makeovers in the business-services sector.

Let's face it - the world is tired of coined, invented and whimsical corporate names

Brian Fugere, Deloitte Consulting

The new name, which emerged from a short-list of 40, will come into effect when the firm is spun off from its parent, accounting giant Deloitte Touche Tohmatsu, by the end of the year.

Braxton is a trademark already owned by Deloitte through a previous acquisition, and was confirmed through tests with staff and on the advice of brand consultants Interbrand and C2.

According to Deloitte, the new name "is consistent with our brand values because it is just the type of smart, practical solution that we would recommend to our clients".

Name game

Deloitte is the latest in a swathe of industry rivals to rethink its image, a trend sparked by slowing global revenues, and the increasing fragmentation of the consulting industry in the wake of the disintegration of Andersen.

Deloitte wants to avoid "whimsical" names

Most large accounting firms have at least begun the process of spinning off their consulting arms, and the newly independent companies are keen to stress their brand individuality.

The spun-off consulting arm of Andersen was renamed Accenture.

And, notoriously, PwC Consulting, a unit of PricewaterhouseCoopers, last month revealed it is to be rebranded Monday.

No laughing matter

Deloitte hopes that its more sober Braxton brand will attract less derision.

Braxton represents a welcome return to common sense

Deloitte Consulting

"Let's face it - the world is tired of coined, invented and whimsical corporate names," said Brian Fugere, Deloitte Consulting's chief marketing officer.

"The choice of Braxton instead of an invented name represents a restatement of our pride in the consulting profession and our commitment to it," the company said in a statement.

"We are not trying to distance ourselves from consulting like some of our competitors - rather, we are embracing it.

"Braxton represents a welcome return to common sense."