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Deloitte Consulting rebrands as mineral water

All hail Braxton!

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It seems that our timely piece this morning regarding Deloitte Consulting's impending rebrand provoked immediate and decisive action on the matter.

As of right now, the company will be known as Braxton. Despite the fact that it sounds like a brand of mineral water, we applaud the organisation's restraint in this matter, avoiding as it has the temptation to re-emerge as Thrust: or EnergIcity.

Indeed, a very level-headed press release notes that the name is taken straight from its own heritage - taking the firm in a distinctively different direction than many other recent corporate name changes.

It's true, too. The new appelation derives from a trademark that the firm has owned since 1984, when it acquired the international management consulting firm, Braxton Associates.

And good luck to 'em, we say. One spin-off benefit of this radical approach to rebranding is that it might see the end of brainstorming PR yuppies tirelessly rolling out exciting image realignment strategy Powerpoint presentations to bewildered corporations.

Yes, we like it. Put us down for three cases of the sparkling mineral water, and two of the still. ®

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