Accenture
How 4 famous rebrandings rate
April 23, 2012: 5:00 AM ETA name change is not always a game changer: A look at four companies that tried to craft a new identity.
By Caitlin Keating, reporter
FORTUNE -- Kraft CEO Irene Rosenfeld recently announced that the company was splitting off an international unit, which will be named Mondelez, a portmanteau of "delicious world." This got us thinking of other notable renamings, either in the wake of a scandal or merger, or -- like Kraft (KFT) -- to reach a new market. How successful were they? We asked real-life Mad Man Donny Deutsch to weigh in.
This story is from the April 30, 2012 issue of Fortune.
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How women can change the work world
A pioneering advocate of women's advancement in the workplace believes now is the perfect moment to reach for full equality.
No question about it, women have come a long way from the days when Susan Bulkeley Butler first joined consulting firm Arthur Andersen (now Accenture). Back then, in 1965, "There were no female consultants. It was unheard of for a woman to fill any role except support staff," Butler recalls. "So, MORE
Anne Fisher, contributor - Nov 16, 2010 11:16 AM ET
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Roger Crandall says that baby boomers will have to keep working into retirement and that young people have been scared off by the stock market. Play
