In one of the most exciting stories ever carried on HotViews, I can report that Ernst & Young has rebranded as EY. They also have a really exciting and original strap line “building a better working world”. The exercise will, of course, cost squillions which will, I'm sure, be passed on to their overjoyed customers. EY has also appointed its former global head of tax Mark Weinberger as global chairman and chief executive. Weinberger said “Shortening our name will provide consistency and ease of use for EY practices and clients worldwide.”
Rebranding is not without its perils. A Google search on ‘EY’ brings up images from the London-based magazine for homosexuals – EY!
And EY is not the first of the Big Four to shorten their name following in the footsteps of KPMG (form
erly KPMG Peat Marwick until 1999) and PwC (formerly Pricewaterhouse Coopers until 2011) in shortening itself into a series of letters.
Deloitte is still …Deloitte. Although they did a rebrand too a few years back which brought in the all important green full stop at the end. But I guess the only way for them to go now is to rebrand as ‘D.’