I noticed their ad in the Wall Street Journal yesterday, but the Economist put it quite succinctly in their Business This Week email newsletter:
BRANDS THAT DELIVER?
PricewaterhouseCoopers is to rename its consulting arm "MONDAY:", when it is spun off later this year. Eschewing the popular but meaningless cod-classical, PwC hopes that "Monday:" will inspire "fresh thinking", early rising and the wearing of "crispy white shirts". The many millions trudging to work heavy of heart on the first day of the week may not agree.
Not withstanding the fact that Monday:'s brand and ad campaign looks an awful lot like Credit Suisse's branding, has PricewaterhouseCoopers forgotten MarchFIRST's march into ignominy?