June 14, 2024


The Joy of Technology

LogoWatch • The Register


If you want to position a wager on the winner of 2022’s weirdest company rebranding, here’s 1 likely to make the shortlist: an announcement titled “Accenture Announces Accenture Music”.

No, expensive reader, that missive does not necessarily mean that Accenture has penned a company anthem. Which is a shame simply because The Sign-up pretty fancies the idea that the consulting firm’s ~700,000 workforce may well be questioned to begin their doing the job times with a rousing rendition of a corporation music, fingers on hearts, prior to turning their minds to worth-introducing strategic consultancy.

Rather, the title serves to announce that Accenture Interactive – the limb of the organisation devoted to know-how implementation – has renamed itself Accenture Tune.

[Language warning: severe jargon]

“The name Accenture Song conveys an enduring and universal form of human craft, relationship, inspiration, technological prowess and expertise – unleashing the creativity and ideas of its people to supply tangible success,” the announcement states.

CEO and inventive chairman David Droga’s canned quote suggests the new identify “symbolizes the write-up-pandemic expansion journey we’re on with our consumers.” We’re assuming the title “Accenture Publish-Pandemic” failed to examination perfectly with concentration groups.

Julie Sweet, business chair and chief government officer, weighed in with the view that “Accenture Tune is uniquely operating at the intersection of creativeness, technology, intelligence and market,” which sounds like a heck of a challenging intersection – ideally properly-signposted, “to assistance our consumers reinvent connections and significant activities, including in the metaverse continuum, revenue, commerce, advertising and new organization platforms.”

Just how naming alone just after songs helps make a jot of big difference to something the business does was not spelled out.

This things would be laughable, save for the simple fact that Accenture Song is on keep track of to develop into a $14 billion organization.

Accenture Song Logo

Accenture Song’s emblem. Simply click to enlarge

Regrettably, the rationale driving Accenture Song’s emblem has not been detailed. The word “song” adds a minor bluish gradient to the purple hues Accenture itself works by using for its emblem.

Does that signify Accenture Track will give you the blues? Or performs the blues? Or methods blue-sky thinking? Or operates throughout a broader spectrum than Accenture? Truly feel no cost to share your interpretations in the opinions. ®


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