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Transform: global positioning, Helen Atkinson


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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

Published in: Business, Technology
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Transform: global positioning, Helen Atkinson

  1. 1. journey inprogress
  2. 2. Agenda 1. Why change 2. Change what 3. Change how 4. Story so far 5. What next 6. QuestionsPwC 2
  3. 3. 1. Why change The business contextPwC 3
  4. 4. Why change? - part of a business agendaContext Outcome Changing operating environment Permission New business strategy Long journey Measurement catalyst Consensus Fresh insights Focus Leadership appetite Twists and turnsPwC 4
  5. 5. Brand to do what? Our brand must work Awareness harder for the business Consideration • Relevance (outside-in view) • Consistency (internal issue) Usage RecommendationPwC 5
  6. 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 CulturePwC 6
  7. 7. 2. Change whatPositioning and expressionPwC PwC 7
  8. 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 CulturePwC 8
  9. 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 feelPwC 9 9
  10. 10. Logo designed as a utility for messagingPwC 10
  11. 11. Logo designed as a utility for messagingWho we areOne networkOne brandPwC 11
  12. 12. Logo designed as a utility for messaging What we do Build relationships To create valueWho we areOne networkOne brandPwC 12
  13. 13. Enabling consistency, yet flexibilityGlobal Board: Brand Discussion PwC 13PricewaterhouseCoopers Slide 13
  14. 14. 3. Change howImplementation approachPwC PwC 14
  15. 15. Two programmes to drive implementation Brand impact for communications (BIC) Brand impact for business (BIB)PwC 15
  16. 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 engagementDesktop 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: PwC Global US / UK 16
  17. 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.PwC 17
  18. 18. September 2010 - Brand in a box 22, 500 usersPwC 18
  19. 19. Global internal engagement – brand starter Microsite 45,000 unique visitsBrand Update PwC 19
  20. 20. Brand helpline
  21. 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 briefingPwC 21
  22. 22. 4. Story so farPwC PwC 22
  23. 23. 23
  24. 24. 139 territory sites now visually consistent Dec 2010 24PwC
  25. 25. Our brand sitePwC 25
  26. 26. Brand gallery –a showcase for good practicePwC 26
  27. 27. Quick guidePwC 27
  28. 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.PwC 28
  29. 29. 5. What nextPwC 29
  30. 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 • etcPwC 30