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Rebranding kiss of death strikes Deloitte Consulting

RIP Braxton

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LogoWatch The rebranding kiss of death has struck again, with the latest victim to succumb to SARS (Severe Acute Rebranding Syndrome) being none other than Deloitte Consulting - the company almost formerly known as Braxton.

Deloitte Consulting had been due to split from Deloitte Touche Tohmatsu, but now the amicable divorce is off.

The company cites "external factors including the tight credit market and the uncertain state of the economy" as the reason behind the decision. The CEO of Deloitte Touche Tohmatsu, James E. Copeland, Jr. laments: "We gave this our very best efforts, but concluded, with advice from our outside legal and financial advisors, that it is just not prudent to complete this transaction in this environment."

Yes they did - a tremendous push on all fronts including renaming Deloitte Consulting as Braxton, complete with heart-stirring "heritage" logo and a ludicrous press release containing the first recorded use of the sensational phrase "strategy boutique".

Well, we've said it before and we'll say it again: rebrand at your peril. God alone knows how much this pointless exercise in corporate jiggery-pokery has cost Deloitte Consulting, but we're sure their clients will understand it was all done with their best interests at heart.

BTW, Vulture Central is thinking of launching its own-brand mineral water? Fancy selling us the Braxton name and logo for a tenner?

That rebranding tale of woe in full:
Deloitte Consulting has Monday: on its mind
Deloitte Consulting rebrands as mineral water
Deloitte Consulting fires up the whalesong and joss sticks
Braxton logo springs into the light

The smart choice: opportunity from uncertainty

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