Deloitte Consulting To be Rebranded as 'Braxton'

Deloitte Consulting has announced its new name will be Braxton, a real name taken from the firm's heritage. One of Deloitte's predecessor firms, Touche Ross, acquired the international consulting firm, Braxton Associates, in 1984.

The name seems to be a hit, despite the fact that the Register, a U.K. paper, says it sounds like a brand of mineral water. Altogether, Deloitte says there were 40 possible names on its short list. Braxton was the top performer in terms of linguistic acceptability and cultural associations, both of which are critically important for a firm operating in 33 countries.

Deloitte Consulting CEO Doug McCracken explained, "We are proud to adopt Braxton as our new name. It is a smart and practical solution, much like the advice we have been providing to our clients for over 57 years. It's real, it's easily memorable, and it has the stature expected of one of the world's largest consulting firms."

Deloitte Consulting Marketing Officer Brian Fugere added, "Let's face it – the world is tired of coined, invented and whimsical corporate names. . . Our people made that abundantly clear when we asked them."

The Financial Times reported that Braxton will be rolled out in September when Deloitte's consulting arm is taken private. Upon its separation from Deloitte, Braxton will be the world's largest privately-owned, full-service consulting firm.

Mr. McCracken summed up, "As the only major consulting firm that will be independent, privately-owned and wholly focused on business performance consulting, we have already differentiated ourselves. Our choice of Braxton further demonstrates our willingness to break the mold. While our competitors are distancing themselves from their consulting roots, we are reaffirming our commitment to the profession."

-Rosemary Schlank

You may like these other stories...

Here's a CPA who truly walks the walk. On March 15, Frank Ryan, CPA, departed San Diego, California, with plans to be in Ocean City, Maryland, by July 2 to teach a course at the Maryland Association of CPAs’ (MACPA...
When Theodore J. Flynn first joined the Massachusetts Society of CPAs (MSCPA) in 1970, it was a different world and a different profession.  The "Big Eight" were still headquartered in Boston. Vietnam War...
Accountant Rickey Charles Goodrich had it a little too good. Many bean counters would kill to serve as financial guru to the likes of Pearl Jam. Goodrich was hired in 2005, and the following year, he became the CFO of Curtis...

Already a member? log in here.

Upcoming CPE Webinars

Sep 24
In this jam-packed presentation Excel expert David Ringstrom, CPA will give you a crash-course in creating spreadsheet-based dashboards. A dashboard condenses large amounts of data into a compact space, yet enables the end user to easily drill down into details when warranted.
Sep 30
This webcast will include discussions of important issues in SSARS No. 19 and the current status of proposed changes by the Accounting and Review Services Committee in these statements.
Oct 21
Kristen Rampe will share how to speak and write more effectively by understanding your own and your audience's communication style.
Oct 23
Amber Setter will show the value of leadership assessments as tools for individual and organizational leadership development initiatives.