When Price Waterhouse planned its merger a couple of years back with Coopers & Lybrand, I and my fellow editors at Accounting Today spent a day or two tossing around some amusing names to give the new organization. I think we came up with some appropriately daffy choices like "Waterbrand" and "Pricecooperhouse" but we never imagined that the branding organization that actually got paid millions of dollars to take this challenge seriously would come up with the mouthful we now call PricewaterhouseCoopers.

But they did.

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