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给公司改名学问大:苹果黑莓天堂地狱

Caroline Fairchild 2013年12月11日

埃森哲、谷歌都是改名获得成功的例子,如今炙手可热的苹果也坐享改名红利多年,但RIM把自己改成黑莓后仍毫无起色。其中的差别在哪里?

安盛咨询公司更名为埃森哲(2001年)

    安盛咨询公司(Andersen Consulting)更名为埃森哲咨询公司(Accenture)最初反应不佳,但最终证明是一招好棋。随着安盛咨询公司从安达信会计事务所(Arthur Andersen)独立出来,公司不得不更名。2001年,仍有不少批评意见认为公司新名字是自己生搬硬套的,因为来自挪威的高级经理认为这个名字代表着“重视未来”(accent on the future)。金融服务公司罗伯特贝尔德公司(Robert W. Baird)的研究分析师戴维•科宁认为,这个稀奇古怪的名字倒是与公司情况很匹配。

    他补充说:“很多现在耳熟能详的词语20多年前都是不存在的,而它们现在却处在技术创新的核心,恰好遂了埃森哲公司的心愿。”

    2002年,安达信会计事务所因涉嫌湮灭安然公司丑闻相关文件证据而被判妨碍司法,让公司名声蒙羞。(相关罪名于2005年被撤销。)此时,安盛咨询公司已经独立安达信之外,成为独立法律个体,埃森哲公司适时地变更了公司名称,也逃过了安达信丑闻带来的“品牌毁灭”灾难,科宁补充道。

Andersen Consulting To Accenture (2001)

    Andersen Consulting's evolution to Accenture was initially received poorly, but in the end proved to be a smart move. After the consulting business separated itself from the accounting firm Arthur Andersen, the company was forced to change its name. In 2001, many criticized the firm for making up a new word for its name; a senior manager from Norway came up with it by thinking of an "accent on the future." But having an eccentric title was fitting to the company's profile, said David Koning, a research analyst for the financial services firm Robert W. Baird.

    "There are a lot of well-known words that probably weren't around 20 years ago, and they are now right at the heart of technology changes, just like Accenture wants to be," he added.

    In 2002, Arthur Andersen was found guilty of obstructing justice after destroying documents affiliated with the Enron scandal, tarnishing the name forever. (The conviction was overturned in 2005.) Andersen Consulting was a separate legal entity from Arthur Andersen, but Accenture's timely name changed allowed the firm to escape Andersen's "brand destruction," Koning added.

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