Discovering competitive advantage in doing 'strategy by numbers'

Beyond finance
As one of the Big 4 accountancy and professional services firms, the KPMG brand needs no introduction. Principia’s CEO, Ian Stephens* was engaged by one of the firm’s fastest-growing global business units (at that time known as KPMG Performance and Technology) to help them develop a clear brand strategy for that business.

Truly global
To engage with a partnership spread across all corners of the globe, the team designed a development process to cope with the size and diversity of the stakeholder group. Initially, a large sample of partners and key clients representing key offices, areas of business and geographies were interviewed to build the necessary insight and develop a set of concepts that would define the positioning of the business in the market. Once approved by the global leadership team Ian facilitated a series of workshops with groups of partners in major cities around the world.

20/20 vision
‘The result was a clear vision for the business: ‘To redefine the consulting landscape through the quality of our insights and the consistent delivery of value to our clients.’ That, along with a set of key messages and tangible initiatives was implemented across the firm – under the new name of KPMG Management Consulting.’

Brand research
Brand strategy
Brand messaging
Brand engagement

*then in his role as Global Managing Partner of Saffron