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Company name search ends at the beginning of workweek: PwC Consulting renames itself Monday.

SAN FRANCISCO, June 11, 2002. PwC Consulting, the consulting arm of PricewaterhouseCoopers, announced Sunday that Monday will be its new name. From the PwC press release:

PwC Consulting had announced in March that it would change its name and brand identity to mark its separation from PricewaterhouseCoopers, and to distinguish its management consulting and technology services from those of its competitors.

Greg Brenneman, president and chief executive officer of PwC Consulting, said: "The PricewaterhouseCoopers brand has given us a great heritage. Our new name--Monday--is exactly what we want it to be as we create our new business: a real word, concise, recognizable, global, and the right fit for a company that works hard to deliver results. Monday is a new identity on which to build our company's future, and it will have meaning and stand for something: real people, real experience, real business…and that means real results."

"Monday" is a strong name that puts PwC leagues ahead of their "Big Five" competition, the most egregiously named of which is Accenture (formerly Anderson Consulting). The three remaining Big Fivers who don't have dates for the prom are Deloitte Consulting, KPMG Consulting and Ernst & Young.

It took a lot of guts for PwC to not only turn against the tide of phony, "golfcourse" names like Accenture, but to pick probably the one day of the week with the most negative associations attached to it, at least for those who have to get up on days like today and work for Big Five consulting firms.