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
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Transform: global positioning, Helen Atkinson
- 2. Agenda 1. Why change 2. Change what 3. Change how 4. Story so far 5. What next 6. Questions PwC 2
- 3. 1. Why change The business context PwC 3
- 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 PwC 4
- 5. Brand to do what? Our brand must work Awareness harder for the business Consideration • Relevance (outside-in view) • Consistency (internal issue) Usage Recommendation PwC 5
- 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 PwC 6
- 7. 2. Change what Positioning and expression PwC PwC 7
- 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 PwC 8
- 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 PwC 9 9
- 10. Logo designed as a utility for messaging PwC 10
- 11. Logo designed as a utility for messaging Who we are One network One brand PwC 11
- 12. Logo designed as a utility for messaging What we do Build relationships To create value Who we are One network One brand PwC 12
- 13. Enabling consistency, yet flexibility Global Board: Brand Discussion PwC 13 PricewaterhouseCoopers Slide 13
- 14. 3. Change how Implementation approach PwC PwC 14
- 15. Two programmes to drive implementation Brand impact for communications (BIC) Brand impact for business (BIB) PwC 15
- 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: PwC Global US / UK 16
- 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. September 2010 - Brand in a box 22, 500 users PwC 18
- 19. Global internal engagement – brand starter Microsite 45,000 unique visits Brand Update PwC 19
- 20. Brand helpline
- 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 PwC 21
- 22. 4. Story so far PwC PwC 22
- 23. 23
- 24. 139 territory sites now visually consistent Dec 2010 24 PwC
- 25. Our brand site PwC 25
- 26. Brand gallery –a showcase for good practice PwC 26
- 27. Quick guide PwC 27
- 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. 5. What next PwC 29
- 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 PwC 30