Why PwC really does like Mondays

Nobody likes Mondays. But that has not deterred one consultancy giant from choosing the most unpopular day of the week as its new name.

Accountancy firm PricewaterhouseCoopers has revealed that its consulting arm is to be renamed Monday.

At a cost of several million pounds, that particular arm of the company will adopt its new moniker after public flotation later this year.

Far from being embarrassed at becoming the latest company to succumb to increasingly ridiculed trend, Pw C Consulting has defended its choice.

President and chief executive Greg Brenneman said it chose the name because it is a real word.

He said: "Our new name is exactly what we want it to be as we create our new business - a real word, concise, recognisable, global and the right fit for a company that works hard to deliver results."

A PwC spokeswoman said the more upbeat Friday and Saturday were rejected on the grounds that Monday signified "a new beginning".