Feeds

Deloitte Consulting rebrands as mineral water

All hail Braxton!

  • alert
  • submit to reddit

Internet Security Threat Report 2014

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. ®

Beginner's guide to SSL certificates

More from The Register

next story
WRISTJOB LOVE BONANZA: justWatch sex app promises blind date hookups
Mankind shuffles into the future, five fingers at a time
Every billionaire needs a PANZER TANK, right? STOP THERE, Paul Allen
Angry Microsoftie hauls auctioneers to court over stalled Pzkw. IV 'deal'
Apple's Mr Havisham: Tim Cook says dead Steve Jobs' office has remained untouched
'I literally think about him every day' says biz baron's old friend
Flaming drone batteries ground commercial flight before takeoff
Passenger had Something To Declare, instead fiddled while plane burned
Cops apologise for leaving EXPLOSIVES in suitcase at airport
'Canine training exercise' SNAFU sees woman take home booming baggage
Oi, London thief. We KNOW what you're doing - our PRECRIME system warned us
Aye, shipmate, it be just like that Minority Report
prev story

Whitepapers

Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.
Protecting users from Firesheep and other Sidejacking attacks with SSL
Discussing the vulnerabilities inherent in Wi-Fi networks, and how using TLS/SSL for your entire site will assure security.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.