Deloitte Consulting has decided to change its name to Braxton. Cute name, and it actually means something. According to Deloitte Consulting Chief Marketing Officer Brian Fugere, the world is fed up with “coined, invented and whimsical” corporate names. Take that Axa, Accenture and Aviva. 

Deloitte has owned the Braxton trademark since 1984 when it acquired Boston-based consulting firm Braxton Associates. It will change its name once it separates from Deloitte Touche Tohmatsu later this year, and spend more than $181 million globally marketing the new name.

Deloitte isn’t the only company yearning to be something else as the accounting firms race to put up walls around their consulting arms. KPMG Consulting is looking for a new name, and PricewaterhouseCoopers’ consulting arm wants to change its name to Monday Ltd. What was that about whimsical? Monday will come into being when it separates from PWC accounting as part of an upcoming share offer.