Monday brand will have to work hard to convey values

In a climate of rebranding, where many projects see the generation of made up names, PwC Consulting’s approach is interesting (DW 20 June).

However, while Monday may be viewed positively in the US, it has varying connotations to consumers globally. This, combined with the removal of a descriptor word from the title means all supporting materials must work incredibly hard to convey Monday’s core values and help achieve its objectives. But I like the name.

Michael Peters

Chairman and managing director

The Identica Partnership

michael.p@identica.com

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