It’s hard to find an organisation with over 161,000 employees, spread across firms in 154 countries, that is willing to reposition itself and drastically modernise its brand. But that’s precisely what PwC has done – with enough creative and strategic flair to be named co-winner of the Grand Prix at this year’s Transform Awards.
PwC now speaks with a single voice and visually distinguishes itself from its competitors. Mike McMurphy joins us from New York to tell us how this was achieved.
Helen Atkinson, PwC, director for global brand integration
4. Why change? - part of a business agenda
Context Outcome
Changing operating environment Permission
New business strategy Long journey
Measurement catalyst Consensus
Fresh insights Focus
Leadership appetite Twists and turns
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5. Brand to do what?
Our brand must work
Awareness
harder for the business
Consideration • Relevance (outside-in view)
• Consistency (internal issue)
Usage
Recommendation
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6. What is brand?
Identity Experience
how we present what it’s like to
ourselves work with us
Core of brand
What we stand for
what we’re
good at how we behave
Capabilities Culture
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8. Brand what?
Identity Experience
how we present what it’s like to
ourselves work with us
Building
relationships
creating
value
what we’re
Expression
good at how we behave
Capabilities Culture
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9. Planned migration
From To
Messaging “Monetisation of online music” “Making music pay”
How we present Many firms One brand
ourselves
How we look Institutional, cold More approachable, warmer
and feel
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15. Two programmes to drive implementation
Brand impact for communications (BIC)
Brand impact for business (BIB)
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16. Tools built by cross-territory work teams
Publications /
thought leadership
Lead: Signage &
Recruitment Global
environments
Lead: Lead:
Global / UK UK
Stationery
Lead: Merchandise
US & gifts
Lead:
Core content work teams
HK/CHINA
Visual Verbal TSP
Training
identity identity engagement
Desktop Apps
Lead: Lead:
Lead: Lead: Lead:
Global Advisory Global
Global / UK Global Global Advertising
Tax M&C
Lead:
Australia
Proposals Exhibitions,
Lead:
events ,sponsorship
Global
Lead:
Intranet/ Russia
portals Online/web
Lead: Lead:
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17. Brand promise - building relationships
creating value
• Outlines business rationale driving PwC brand
change and explains the promise.
• Contains elevator speech, key external and
internal messages, how to use our name and
communication style.
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21. Brand training - a blended approach
Modules
Train the Trainer
1. Understanding our brand
2. Talking in the new brand style
Workshops 3. Writing in the new brand style
4. Designing with our visual identity
Help desk 5. Creating proposals in the new brand
6. Creating thought leadership
7. Creating impactful presentations
E-learning
8. Executive briefing
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28. Signage – Territory support service
• Global support service to help
territories understand and implement
the signage kit.
•Includes planning and cost estimates,
manufacture and installation as well
as maintenance.
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30. Things on the to-do list
• Extending training to client-service and business leaders
• Implementation of governance system
• Sharing more internal success stories
• More business value-propositions and delivery
• Embedding in Human Capital
• Brand certification
• etc
• etc
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