Deloitte Consulting revealed that its search for a new name has successfully concluded with a real name taken straight from its own heritage taking the firm in a distinctively different direction than many other recent corporate name changes. The new name, Braxton, is drawn from a trademark that the firm has owned since 1984, when it acquired the international management consulting firm, Braxton Associates.
Braxton was the single most popular suggestion from the firm's own people when they were asked to provide input earlier this year. Independently, Deloitte Consulting's branding advisors, Interbrand, made it their final recommendation after examining thousands of possibilities.
Deloitte Consulting Chief Marketing Officer Brian Fugere says: "Let's face it the world is tired of coined, invented and whimsical corporate names. In particular, our own people made that abundantly clear when we asked them.
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