The consultant, Paul Worthington, head of strategy for Wolff Olins, a brand consulting company, noted that FedEx had replaced Federal Express, KFC. had supplanted Kentucky Fried Chicken and "even RadioShack has evolved into the Shack".
Cossette Communication Group, Quebec, acquired Identica, London, a brand consulting company, for undisclosed terms.
"Apple is a rarity as a retailer," said Liam Hamill, strategy director at the brand consulting firm Venturethree in London.
Last summer, Weiss Stagliano and O'Malley & Hogan formed a brand consulting company, Weiss Stagliano O'Malley Hogan International Brand Architecture.
Anna Koszur, the brand consulting director of DDB Corporate Profiles, assembled groups of foreigners to free-associate about Poland.
Adweek is working with Parham Santana, a New York brand consulting agency, to determine the 10 most innovative — and 10 most perplexing — brand extensions of 2012.
Meanwhile, Gillian Schwartz, 32, founder of a brand consulting agency, was wearing a vintage plaid Escada sweater that was long enough to keep her warm, she said.
Jim Spaeth, president at the Advertising Research Foundation in New York, said he would leave in April to form a brand consulting company in Cambridge, Mass.
Michael Watras, president of the brand consulting firm Straightline, said that using the Wege name just muddles what should have been a straightforward message.
"Patriotic appeals are potentially offensive because they can look like overt nationalism," said Simon Williams, chief executive at the Sterling Group, a brand consulting company in New York.
Weiss Stagliano Partners in New York and O'Malley & Hogan in Dublin are opening a brand consulting company named Weiss Stagliano O'Malley Hogan International Brand Architecture.
