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Transform Awards 2011 - best brand evolution |
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Friday, 08 April 2011 09:03 |
Best brand evolution
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Gold
BDO |
Silver
bpost |
Bronze
Porter Novelli |
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In accountancy, customer needs are constantly changing. A company has to keep up with dynamic demands if it wants to survive. And it was changing client needs that convinced accounting services firm BDO to embark on a rebrand, with the help of agencies Fairley & Associates and Greentarget.
BDO saw that its clients were increasingly demanding effective delivery worldwide, and acknowledged that it had to evolve from being a locally-focused firm to a global network, delivering across borders.
To ensure a refreshed messaging and visual identity, the company changed its name from BDO + local name (it was called BDO Seidman in the US, for example) to the single name BDO. Having consulted with its stakeholders, a new brand positioning also began to take form. ‘What matters to you, matters to us’ replaced ‘Without equal’ in order to put the emphasis on service.
The quality and consistency of the brand evolution was crucial. Onthe- ground teams were deployed to implement the transition, toolkits were created and a self-help brand centre was provided as well as virtual training.
The result of years of steady evolution is a refreshed and purposeful brand with a reinforced emphasis on the client. |
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