A dumb advertising move revisited.

Universally panned by marketing pundits at the time, the change of name from Anderson Consulting to Accenture a year ago seems brilliant today. Rance Crain (who in real life is not nearly as cranky as his writing suggests), explains why.

Quote:

But I’m not here to malign Accenture ads. My point is that Andersen Consulting’s name change, though panned, was a colossal stroke of good luck. My vote for the real Marketer of the Year? It’s the arbitrator who forced Andersen Consulting to change its name.