Magazine article Marketing

BRANDING: PwC Defends Monday as IBM Removes Name

Magazine article Marketing

BRANDING: PwC Defends Monday as IBM Removes Name

Article excerpt

PricewaterhouseCoopers Consulting has stood by its decision to rebrand as 'Monday', despite the fact that the name will now be scrapped by new owner IBM.

The professional services firm admitted it has spent up to 10% of the pounds 70m budget it earmarked for the rebranding. But it defended its rush to devise the Monday brand in the light of last week's revelation that the company be bought by IBM for pounds 2.2bn and the Monday name dropped along with the planned initial public offering.

The company claims that takeover talks only started on July 18, five weeks after the Monday branding, devised by Wolff Olins, was unveiled.

IBM will integrate PwC Consulting with IBM's Business Innovation Services to create a unit focusing on business consulting and technology services within IBM Global Services. IBM has confirmed that it will be 'named under the IBM brand'.

A spokesman for PwC Consulting said it had spent 'a small portion - less than 10%' of its global pounds 70m rebranding budget. …

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