Cesare Mainardi, chief executive of Booz & Company, has a ready explanation for the consultancy’s rebranding as “Strategy&”, now Booz’s takeover by PwC is complete:
It invites a discussion about what we’re about and what we’re thinking and how we can help our clients transform.
True enough. Unfortunately, the initial discussion of the new “amper-brand” – pronounced “strategy and” – is likely to start with “What were they thinking?”. People still remember PwC’s ill-fated attempt to rename its consulting arm as “Monday” in 2002, a misstep that had plenty of critics humming the Boomtown Rats’ hit “I don’t like Mondays”. (Luckily for the professional services firm, roughly by Tuesday, IBM had bought the consulting business and PwC never had to live with the consequences.) Read more