To mark its takeover by accounting giant PriceWaterHouseCoopers, management consulting firm Booz & Co is now getting a brand new name - "Strategy&".
You do pronounce the "&" ampersand, now calling it "Strategy and".
Booz chief executive Cesare Minardi explained why they created the "amper-brand": "It invites a discussion about what we’re about and what we’re thinking and how we can help our clients transform."
The name change was needed as Booz & Co couldn't keep using the same name if it was taken over by someone else under the terms of its split from the security giant Booz Allen Hamilton, where whistleblower Edward Snowden once worked as a contract worker.
PwC has form in going for bizarre rebrands, after trying in 2002 to rename its consulting arm "Monday".
Booz's new name got a strong reaction on Twitter, with users offering verdicts like "weird", "wanky", and many others hoping that it was a typo.
Weird choice for PWC to rename Booz & Co. as "Strategy&"...— سيف المديهيم Saif M (@Saif_YM) April 3, 2014
With takeover complete, new name for Booz & Co: Ladies and gentlemen, introducing Strategy&. No, that's not a typo. http://t.co/Yf3eaEHARu— Tom Gara (@tomgara) April 3, 2014