Andersen Consulting: Global Branding for Professional Services

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Andersen Consulting: Global Branding for Professional Services

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Research Abstract

In June 1998, Andersen Consulting (AC) launched an aggressive $100 million brand-marketing campaign. The goal was nothing less than making Andersen Consulting the world’s most admired business brand. Already the firm was considered one of the leading and most respected professional services organizations in the world. But amid growing competition and the rise of the Internet economy, AC’s leadership determined that a massive effort was necessary to ensure continuing growth and market leadership. The new campaign included a new graphic identity, a fully redesigned Website, expansive advertising and event sponsorship programs, and a substantial internal marketing initiative. In terms of size and scope, the AC initiative broke new ground in brand building for IT services organizations.