The firm PricewaterhouseCoopers was created by the merger of two large firms Price Waterhouse and Coopers & Lybrand in 1998.So why did they call it PricewaterhouseCoopers and not PriceWaterhouseCoopers?With abbreviation of PwC and not PWC?Any why drop the Lybrand bit but not the Waterhouse bit?

Because that's what the expensive branding agency recommended.

might as well ask why did Cooper Brothers & Co , McDonald, Currie and Co and Lybrand, Ross Bros & Montgomery become Coopers & Lybrand.

Or something really idiotic like Monday: http://news.bbc.co.uk/2/hi/uk/2163472.stm

I don't like Mondays!

"Monday"??That's like calling a company "All-weekender".or "Dreary Tuesday afternoon"Or even, "Five meetings to attend today"Maybe "Message on your Blackberry from your boss at 10.00am on Saturday morning"It doesn't exactly inspire a feeling of, well, "joy", does it?

But I doubt that "TFIF Consulting" would fill clients with much confidence either!