So PwC Consulting is now going to be called Monday. Of course the site introducing the new name makes heavy use of the scarlet letter of style over substence, Flash.

Here's the actual PwC consulting thought about what the new name means.

WHAT MONDAY MEANS

Monday is a fresh start, a positive
attitude, part of everyone’s life.

Monday is a real name, universally
understood and easy to remember.

Monday is confident. It stands out
and it stands for something.

To me it just means pretension and lack of clarity about what the company does. Strangely the BBC's story actually manages to find some people with positive things to say about the idea.

Rebranding will cost $110m. Seems like a lot of money to me. I don't know how much of it goes to Wolf Olins who "masterminded the changeover". Wolf Olins is a company from the UK originally. This may explain the Flash. A lot of Nathan Barley types like Flash. Wolf Olins is part of the OmnicomGroup, now there's a name. Like the Globex corporation run by Hank Scorpio that Homer Simpson once briefly worked for.

On the other hand, I suppose the people in Andersen Consulting, rebranded as Accenture, were glad they were able to drop the Andersen part of their name before all of that inconvenient Enron stuff came out. The best that can be said is that at least PwC Consulting chose a real word instead of inventing one to imbue with whatever wonderful qualities they feel the company should have.