LogoWatch • The Register


If you want to spot a wager on the winner of 2022’s weirdest company rebranding, this is one particular most likely to make the shortlist: an announcement titled “Accenture Announces Accenture Song”.

No, expensive reader, that missive does not suggest that Accenture has penned a company anthem. Which is a shame mainly because The Sign up quite fancies the notion that the consulting firm’s ~700,000 staff could possibly be asked to start their performing times with a rousing rendition of a organization tune, arms on hearts, right before turning their minds to value-introducing strategic consultancy.

Instead, the title serves to announce that Accenture Interactive – the limb of the organisation focused to technological innovation implementation – has renamed by itself Accenture Track.

[Language warning: severe jargon]

“The identify Accenture Song conveys an enduring and common sort of human craft, relationship, inspiration, complex prowess and encounter – unleashing the creativeness and concepts of its individuals to deliver tangible benefits,” the announcement states.

CEO and innovative chairman David Droga’s canned estimate indicates the new name “symbolizes the put up-pandemic development journey we’re on with our customers.” We’re assuming the name “Accenture Write-up-Pandemic” did not take a look at properly with focus teams.

Julie Sweet, organization chair and chief govt officer, weighed in with the look at that “Accenture Music is uniquely functioning at the intersection of creativeness, technologies, intelligence and market,” which seems like a heck of a challenging intersection – hopefully properly-signposted, “to aid our clients reinvent connections and meaningful experiences, including in the metaverse continuum, revenue, commerce, internet marketing and new small business platforms.”

Just how naming alone just after tracks can make a jot of change to just about anything the firm does was not defined.

This things would be laughable, save for the fact that Accenture Tune is on observe to come to be a $14 billion small business.

Accenture Song Logo

Accenture Song’s logo. Click on to enlarge

Regrettably, the rationale behind Accenture Song’s emblem has not been detailed. The term “track” adds a little bluish gradient to the purple hues Accenture itself makes use of for its brand.

Does that necessarily mean Accenture Music will give you the blues? Or plays the blues? Or tactics blue-sky contemplating? Or operates across a broader spectrum than Accenture? Experience no cost to share your interpretations in the feedback. ®


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