For Deloitte, read Braxton

12 April 2012

DELOITTE Consulting has avoided the embarrassment of one its rivals, which recently renamed itself Monday to much hilarity, by taking as its own new name a brand it bought almost 20 years ago.

In future Deloitte will be called Braxton, the name of a company it acquired in 1984. Chief marketing officer Brian Fugere said: 'The world is tired of coined, invented, whimsical corporate names. We already own the trademark so won't have to pay through the nose for the right to use it.'

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