The Company Formerly Known As

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.


It’s been that kind of a year for Corporate America — the kind when CEOs take the Fifth, when P.R. people seriously consider switching careers, when the only thing that will scrub a company’s name clean is … a new name.

Philip Morris made headlines last spring by rechristening itself Altria — a name that, according to the company, is meant to echo not “altruism,” but the Latin altus, or “high.” Andersen Consulting renamed itself Accenture a while back, PricewaterhouseCoopers’ consulting arm will soon do business as Monday (really: www.monday.com), and Enron is looking for a new name.

Such makeovers have a long history, though they do seem to be increasing in popularity: One consulting firm estimates that of the 3,000-plus corporate name changes last year, an unusually high number appear to be motivated not by technicalities such as mergers and acquisitions, but by image concerns. From the archives, here are a few other inspired choices.

THEN NOW WHAT
ChemLawn/Chemgreen TruGreen LandCare Nation’s largest landscaping company
Tricon Global Restaurants Yum! Brands Owns Taco Bell, KFC, and Pizza Hut
Binladin Telecommunications Group Baud Telecom equipment maker owned by Osama bin Laden’s Saudi relatives
Agricultural Insecticide and Fungicide Association CropLife America Lobbying and trade association representing the nation’s 78 pesticide manufacturers
Benton Oil and Gas Company Harvest Natural Resources Drills for oil and gas in Russia and Venezuela
Nuclear Engineering US Ecology Disposes of toxic and radioactive waste
Monsanto Specialty Chemicals Solutia A spin-off whose holdings include a string of former Monsanto chemical plants
HomeShark iOwn Online mortgage and real estate listings provider

A BETTER WAY TO DO THIS?

We have an ambitious $350,000 online fundraising goal this month and we can't afford to come up short. But when a reader recently asked how being a nonprofit makes Mother Jones different from other news organizations, we realized we needed to lay this out better: Because "in absolutely every way" is essentially the answer.

So we tried to explain why your year-end donations are so essential, and we'd like your help refining our pitch about what make Mother Jones valuable and worth reading to you.

We'd also like your support of our journalism with a year-end donation if you can right now—all online gifts will be doubled until we hit our $350,000 goal thanks to an incredibly generous donor's matching gift pledge.

payment methods

A BETTER WAY TO DO THIS?

We have an ambitious $350,000 online fundraising goal this month and we can't afford to come up short. But when a reader recently asked how being a nonprofit makes Mother Jones different from other news organizations, we realized we needed to lay this out better: Because "in absolutely every way" is essentially the answer.

So we tried to explain why your year-end donations are so essential, and we'd like your help refining our pitch about what make Mother Jones valuable and worth reading to you.

We'd also like your support of our journalism with a year-end donation if you can right now—all online gifts will be doubled until we hit our $350,000 goal thanks to an incredibly generous donor's matching gift pledge.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate