安盛咨詢公司更名為埃森哲（2001年）

????安盛咨詢公司（Andersen Consulting）更名為埃森哲咨詢公司（Accenture）最初反應(yīng)不佳，但最終證明是一招好棋。隨著安盛咨詢公司從安達(dá)信會(huì)計(jì)事務(wù)所（Arthur Andersen）獨(dú)立出來，公司不得不更名。2001年，仍有不少批評(píng)意見認(rèn)為公司新名字是自己生搬硬套的，因?yàn)閬碜耘餐母呒?jí)經(jīng)理認(rèn)為這個(gè)名字代表著“重視未來”（accent on the future）。金融服務(wù)公司羅伯特貝爾德公司（Robert W. Baird）的研究分析師戴維?科寧認(rèn)為，這個(gè)稀奇古怪的名字倒是與公司情況很匹配。

????他補(bǔ)充說：“很多現(xiàn)在耳熟能詳?shù)脑~語20多年前都是不存在的，而它們現(xiàn)在卻處在技術(shù)創(chuàng)新的核心，恰好遂了埃森哲公司的心愿?！?/p>

????2002年，安達(dá)信會(huì)計(jì)事務(wù)所因涉嫌湮滅安然公司丑聞相關(guān)文件證據(jù)而被判妨礙司法，讓公司名聲蒙羞。（相關(guān)罪名于2005年被撤銷。）此時(shí)，安盛咨詢公司已經(jīng)獨(dú)立安達(dá)信之外，成為獨(dú)立法律個(gè)體，埃森哲公司適時(shí)地變更了公司名稱，也逃過了安達(dá)信丑聞帶來的“品牌毀滅”災(zāi)難，科寧補(bǔ)充道。

Andersen Consulting To Accenture (2001)

????Andersen Consulting's evolution to Accenture was initially received poorly, but in the end proved to be a smart move. After the consulting business separated itself from the accounting firm Arthur Andersen, the company was forced to change its name. In 2001, many criticized the firm for making up a new word for its name; a senior manager from Norway came up with it by thinking of an "accent on the future." But having an eccentric title was fitting to the company's profile, said David Koning, a research analyst for the financial services firm Robert W. Baird.

????"There are a lot of well-known words that probably weren't around 20 years ago, and they are now right at the heart of technology changes, just like Accenture wants to be," he added.

????In 2002, Arthur Andersen was found guilty of obstructing justice after destroying documents affiliated with the Enron scandal, tarnishing the name forever. (The conviction was overturned in 2005.) Andersen Consulting was a separate legal entity from Arthur Andersen, but Accenture's timely name changed allowed the firm to escape Andersen's "brand destruction," Koning added.