The new name is drawn from a trademark that the firm has owned since 1984, when it acquired the international management consulting firm, Braxton Associates.

 

In its announcement, the firm boasted Braxton is "a real name" that takes the firm "in a distinctively different direction than many other recent corporate name changes" -- an indiscrete jab at PwC Consulting, which recently announced its new name would be "Monday," and Accenture, formerly Andersen Consulting.

 

Deloitte Consulting CEO Doug McCracken said, "It's real, it's easily memorable, and it has the stature expected of one of the world's largest consulting firms. It is a timeless name that will work for us now and in the future. While our competitors are distancing themselves from their consulting roots, we are reaffirming our commitment to the profession."

 

Braxton was the single most popular suggestion from the firm's own people when they were asked to provide input earlier this year. Independently, Deloitte Consulting's branding advisors, Interbrand, made it their final recommendation after examining thousands of possibilities.

 

"Let's face it -- the world is tired of coined, invented and whimsical corporate names. In particular, our own people made that abundantly clear when we asked them," said Deloitte Consulting Chief Marketing Officer Brian Fugere.

 

As an existing trademark, Braxton will enable the firm to build the brand more quickly and with less investment.