Accounting giant Arthur Andersen has become the latest global giant to decide that its name is not snappy enough, deciding to drop the ‘Arthur’ and rebrand itself Andersen.
The full name, it was decided, sounded too much like a boring Swedish accountant. The excision of a forename later, and the company is confident it can change its image, using the Andersen tag to focus on its full-service skills.
Commented global chief Joe Berardino: “We want to be known for our unique ability to provide sophisticated, integrated solutions.” Andersen, he added, “is the most recognised, best-known name in professional services.”
The move cuts the link with the firm’s eponymous (Swedish accountant) founder and follows the recent rebranding of one-time sibling firm Andersen Consulting as Accenture.
News source: The Times (London)