“A real word: concise, recognisable, global and the right fit for a company that works hard to deliver results,” burbled PriceWaterhouseCoopers chief executive Greg Brenneman of the miracle appellation that will transmogrify the global beancounter’s consulting arm into a dynamic new force.



Yes, friends. ‘Monday’ is that word.

And in a hysteria of hype, PwC staff are exhorted to: “Sharpen your pencil, iron your crispy white shirts, set the alarm clock, relish the challenge, listen, be fulfilled, make an impact, take a risk.”

PwC is set to demerge and rebrand its consultancy business later this summer in a $110 million (€116.80m; £75.49m) makeover. ‘Monday’ is the creation of London branding consultancy Wolf Olins, which will also oversee the entire metamorphosis.

PwC follows Enron document shredder Arthur Andersen in severing its consultancy activities from its audit and accountancy business.

Data sourced from: BBC Online Business News (UK); additional content by WARC staff