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Company naming reaches a new low:
Deloitte Consulting goes out on an
old corporate branding limb.

LONDON, July 20, 2002. Deloitte Consulting announced today they are changing their name -- to Braxton. In the off chance the reasons for this decision escape you, Deloitte explains it all in a Top Ten List on their website.

Let's have a look see -- our comments are in bold:

1. Deloitte Consulting's ownership of the Braxton trademark is derived from our firm's acquisition in 1984 of a distinguished international management consulting firm. True.
   
   
2. The choice of Braxton as our 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. "Smart and practical" defined below.
   
   
3. Because Braxton is a trademark that our firm currently owns, we will be leveraging an existing asset rather than starting from scratch. This makes the choice of Braxton practical, sensible, and cost-effective. Hmm…wouldn't keeping the name Deloitte be even more practical, sensible and cost effective?
   
   
4. Because Braxton is a human name, it is timeless. It can be easily infused with new meaning as our business strategy evolves over time. Ouch. Braxton is the name of a human, not a human name. Human names have human characteristics, such as personality, point of view, depth, meaning, wit, warmth, charm, controversy, intelligence, opinion, emotion. Examples are: Apple, Monday, Fannie Mae, Oracle, Sun, Virgin. An example of a human's name would be, oh...Andersen?
   
   
5. The choice of Braxton instead of an invented name represents a restatement of our pride in the consulting profession and our commitment to it. We are not trying to distance ourselves from consulting like some of our competitors - rather, we are embracing it. An interesting strategy, demonstrating pride in who they are and their refusal to distance themselves from it, by adopting an alias.
   
   
6. Braxton represents a welcome return to common sense and a departure from the increasingly predictable tendency toward coined, invented, and whimsical corporate names. We are delighted to buck the trend. Yet apparently happy to follow the herd where it matters most -- changing the name.
   
   
7. Braxton has an inherent stature appropriate for the world's largest privately-owned, full-service consulting firm and provides a solid foundation for communicating our position in the marketplace. Good. As long as their positioning is meant to communicate "inside the box wallflower." Your guess is as good as ours.
   
   
8. Braxton is globally resonant. Among the 40 short-listed names we tested in international markets, Braxton performed the best in terms of its linguistic acceptability and ease of pronunciation. The name evokes positive associations in all the markets and languages in which we operate. Clearly, it evokes positive associations. Let's note some of them. We'll help you get the creative juices flowing by starting a list, you should be able to come up with at least two more on your own. Here we go:
   
   Toni Braxton -- she's a hottie!
   Braxton Bragg, Confederate Army General
   Braxton Miniatures -- makers of dollhouse accessories.
   Braxton Hicks -- false labor contractions during pregnancy.
   
   Take it and run with it!
   
   
9. Braxton was suggested by a significant number of our own people. It was recommended more times than any other single name suggestion. It was also recommended by our agency partners Interbrand and C2 as a powerful and compelling brand solution. Now they have gone too far, outing their employees, Interbrand and C2 as fear-driven lapdogs. Or maybe they are just all folks with a passion for vanilla ice cream. Valuable insight for prospective clients.
   
   
10. In our research, we found that Braxton still carries positive equity in the market. Therefore, we will need to invest less money to get it established than other possible names. Keep in mind, we are talking about the same research standards that produced items 1-9.

The most troubling part of this document is not contained in any of the "points" it bumbles through, but rather the attention it brings to the way the mind of "Braxton" twirls. It's all about engineering the rationale and research to explain and justify their work. Good work stands on its own merits.

But, of course, you can't charge as much for that.

Think we're being too hard on Braxton? Check out the animation on their website, where they make fun of their competitors' names, including a stab at their more confident rival Monday.