In the news:
London - July 18, 2002 —Deloitte Consulting today revealed that its search for a new name has successfully concluded with a real name taken straight from its own heritage - taking the firm in a distinctively different direction than many other recent corporate name changes.
The new name, Braxton, is drawn from a trademark that the firm has owned since 1984, when it acquired the international management consulting firm, Braxton Associates.
OK, maybe it's just me, but when I hear the name "Braxton" my brain automatically fills in the words "Hicks contractions." Is this the image Deloitte was going for?
