Wow. Our experiment is off to a great start—let's see if we can finish it off sooner than expected.
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.