TGIM

The new firm should at least be applauded for attempting to reset the name game.

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Weekdays as corporate monikers aren’t just for chain restaurants like TGI Friday’s or Ruby Tuesday anymore. PwC Consulting, which is expected to spin off from parent PricewaterhouseCoopers LLP this month, recently announced it will be named “Monday.”

The move has garnered its share of criticism from those who associate Monday with the dread of returning to work. Lucy Kellaway of the Financial Times called it “beyond parody” in a June 17 column.

PwC, however, isn’t wavering. “It’s about making a fresh start,” says spokesperson Sehra Eusufzai.

The new firm should at least be applauded for attempting to reset the name game, says Jay Jurisich of branding consultancy A Hundred Monkeys. “It takes a lot of guts for PwC to turn against the tide of phony names.” He says made-up names, like Accenture, are “generally selected to appease people.”

For its part, Accenture is just happy to have no association with Arthur Andersen anymore. It does, however, have an association with Monday. The rival IT consulting firm quickly registered www.moday.com in hopes of skimming some business from those who mistype the name. They’re expecting plenty of hits on Monday morning.

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