Rumor has it that the board at PricewaterhouseCoopers (PwC) called their creatives one Friday and asked, "Have you come up with a name yet? "Probably Monday, was the answer.
No, that wasn't a PRWeek story that didn't quite make it into the news section last week - it's just one of the many gags doing the rounds following PwC's announcement it was spinning off and rebranding its consulting business.
At the same time, congratulations are due to our friends at OneMonday Group - parent company of Text 100. Not only is the agency $5 million richer thanks to PwC's purchase of its name, but it has shared a small measure of the publicity.
PwC has earnestly defended its new brand. "Our new name ... is exactly what we want it to be, said Greg Brenneman, CEO of PwC Consulting. "A real word, concise, recognizable, global - the right fit for a company that works hard to deliver results."
The "real word reference was no doubt a jibe at Accenture, which in a fit of canny prescience, shed the Arthur Andersen name a year ago - well before the industry's current troubles.
Accenture may confound the dictionary, but the speed of its implementation as a brand defused much of the criticism.
PwC's own transition to Monday may be more difficult. To aid the process, the firm set up an informative website, introducingmonday.com.
Unfortunately, it failed to register introducingmonday.co.uk, to the delight of a cyber-squatter who sings a catchy little number in celebration.
"We've got your name, la-la-la, everybody knows we've got your name. A dancing donkey also takes a bow.
Dare we add to PwC's new name misery? Last Call took a look at the "legitimate introducingmonday.com website, and was not impressed. Floating coffee pots, fruit plates, and light bulbs against a white background ... what does it all mean? We advise you to study your cyber-squatter's effort closely. That donkey sure sounds like he's talking sense.