LogoWatch • The Register


If you want to place a wager on the winner of 2022’s weirdest company rebranding, this is a single probably to make the shortlist: an announcement titled “Accenture Announces Accenture Music”.

No, pricey reader, that missive does not suggest that Accenture has penned a corporate anthem. Which is a shame due to the fact The Register very fancies the idea that the consulting firm’s ~700,000 workers might be requested to start their doing work times with a rousing rendition of a company track, hands on hearts, right before turning their minds to value-including strategic consultancy.

Relatively, the title serves to announce that Accenture Interactive – the limb of the organisation devoted to technologies implementation – has renamed alone Accenture Track.

[Language warning: severe jargon]

“The identify Accenture Song conveys an enduring and universal sort of human craft, link, inspiration, specialized prowess and working experience – unleashing the creativity and suggestions of its individuals to supply tangible effects,” the announcement states.

CEO and inventive chairman David Droga’s canned estimate indicates the new title “symbolizes the article-pandemic expansion journey we’re on with our clientele.” We’re assuming the identify “Accenture Post-Pandemic” failed to exam well with focus groups.

Julie Sweet, company chair and chief government officer, weighed in with the check out that “Accenture Track is uniquely working at the intersection of creativity, engineering, intelligence and field,” which seems like a heck of a complicated intersection – with any luck , very well-signposted, “to assist our shoppers reinvent connections and meaningful experiences, which include in the metaverse continuum, gross sales, commerce, promoting and new business platforms.”

Just how naming alone following music can make a jot of variation to just about anything the organization does was not spelled out.

This things would be laughable, conserve for the truth that Accenture Track is on monitor to become a $14 billion small business.

Accenture Song Logo

Accenture Song’s brand. Simply click to enlarge

Regrettably, the rationale driving Accenture Song’s brand has not been in depth. The term “tune” provides a tiny bluish gradient to the purple hues Accenture alone takes advantage of for its brand.

Does that suggest Accenture Music will give you the blues? Or plays the blues? Or tactics blue-sky contemplating? Or operates across a wider spectrum than Accenture? Really feel no cost to share your interpretations in the comments. ®


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