The branding experts who came up with the name Monday to replace the PwC Consulting moniker want to convince us that Monday is "a fresh start, a positive attitude, and confident," and that "it stands for something." But there are plenty of skeptics.

"It's a cutesy name," says Gartner analyst Michele Cantara, who adds that people associate "Monday" with drudgery. Yet she agrees with ITSMA analyst Rob Leavitt that if the technology-services entity wants to establish its own identity as it separates from PricewaterhouseCoopers, a new name is probably a dandy way to do it. Leavitt says the "Monday" debate will generate useful buzz as the business prepares for an August initial public offering.

Only time will tell whether the new brand will catch on or end up a business embarrassment. Either way, there's sure to be lots of Tuesday-morning quarterbacking. And if it works out, quips one California IT pro, Arthur Andersen might want to think about changing its name to Yesterday.