Accountants spend £75m to show they like Mondays

Office workers generally hate them, even the Boomtown Rats did not like them, but for accountants, it seems, the word "Monday" conjures up images of "real people, real experience, real business". And who said they were dull.

Office workers generally hate them, even the Boomtown Rats did not like them, but for accountants, it seems, the word "Monday" conjures up images of "real people, real experience, real business". And who said they were dull.

At huge expense and with the help of "branding experts", the accountancy firm PricewaterhouseCoopers decided that the most depressing day of the week should be the thrilling name for its new consulting business. "Monday" is not crushingly boring, it is recognisable, insists the firm. It is not pointless, but "stands for something".

"Our new name is exactly what we want it to be as we create our new business – a real word, concise, recognisable, global and the right fit for a company that works hard to deliver results," said PwC Consulting's president and chief executive, Greg Brenneman. "It will have meaning and stand for something – real people, real experience, real business."

The name is needed by the summer when the consulting business is demerged. The cost of the project, including the help of branding experts Wolff Olins, is expected to be $110m (£75m). But still, the company would argue, it will all be worthwhile in the end. Or, on the other hand, as Bob Geldof once said: "What reasons do you need to die, die, o-o-oh."