Rebranding and Repositioning a Global Power Brand1

ACCENTURE:

REBRANDING AND REPOSITIONING A GLOBAL POWER BRAND1

INTRODUCTION

Andersen Consulting was established in 1989 when the consulting practice of the accounting firm

Arthur Andersen separated to form an independent business unit. Andersen Consulting faced the

extremely difficult task of positioning itself in the Information Technology market space while

simultaneously forging a separate identity from its accounting heritage. The business challenge was to

retain the positive aspects of the brand equity developed over decades as Arthur Andersen, yet break

away from the limitations associated with an accounting brand. What was notable was that before its

inception, Andersen Consulting was generating almost $1 billion annually in revenue, yet wasn't well

known in the information technology marketplace. And to those who did know them, they were often

thought of accountants, and not up to the task of delivering innovative technology solutions.

In order to bridge this gap, Andersen Consulting used extensive market research to create a

brand and naming strategy that would establish immediate credibility in the "consulting" arena, while at

the same time leveraging all of the positive aspects with the Arthur Andersen brand. Market research

also helped form the strategy for successfully launching the new name and positioning.

In order to build a new identity, Andersen Consulting set a groundbreaking precedent by using

sophisticated marketing strategies coupled with the professional services industry's first large-scale

advertising campaign to promote its name, positioning and brand image.

Andersen Consulting's expertise in marketing and communications quickly set it apart from its

consulting competitors, making a name for itself amidst a crowded competitive field ranging from

hardware/software providers like IBM to strategy consulting firms like McKinsey. Over the next

decade, Andersen Consulting grew from an accounting firm's offshoot into the world's largest

management and technology consulting organization.

Despite this success, the relationship