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# pwc's rebranding: a masterpiece or an extravagant absurdity?

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pwc's rebranding: a masterpiece or an extravagant absurdity? [#permalink]

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20 Sep 2010, 12:44
Hi!

I am sure here can be a lot of former of current Pwc employees and people who somehow interacted or interacts with Pwc and their employees.

What do you think about Pwc's recent rebranding?
It is successfull or complelty absurd?

you may visti the web site: http://www.pwc.com/

Personally I believe that new brands lacks solidity (what??!!! pink and rose colours?! really?!) and is looking very childish.

Please share your thoughts and ideas.
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Re: pwc's rebranding: a masterpiece or an extravagant absurdity? [#permalink]

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20 Sep 2010, 20:36
Meh. The colors are an interesting retro mix, but it seems a little too trendy to me... like they're going to have to spend another few million to redo it in a couple of years. I do have to give them a BIG thumbs up for finally formalizing the shortened name- heaven knows no one likes to write that sucker out every.single.time.

On the colors, though, if you think about it, Deloitte has navy/green, KPMG has blue/white, E&Y has black/yellow... what other 'professional' colors are out there? The red/orange spectrum seems like the obvious choice, but you want to stay away from the dated maroon look.

Per my initial comment, I do think they went a little TOO trendy with this one, but overall it's a step up from the previous old school look.
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Re: pwc's rebranding: a masterpiece or an extravagant absurdity? [#permalink]

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20 Sep 2010, 20:54
yes, it is a little off. Actually very interesting to see that they did not write their full name anywhere except in tiny font in the footer.

I don't have a lot of comments, except that perhaps innovation in a very conservative industry such as audit and tax accounting may require drastic moves, like this one. Very interesting – I guess we'll see how that works for them.
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Re: pwc's rebranding: a masterpiece or an extravagant absurdity? [#permalink]

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21 Sep 2010, 09:34
LOL This is hilarious. I was actually a big fan of their old theme/branding. It looked very professional. I don't know what they were thinking. I guess like BB said, since audit/tax are generally conservative, this is a way to differentiate themselves from the other 3.
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Re: pwc's rebranding: a masterpiece or an extravagant absurdity? [#permalink]

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21 Sep 2010, 09:51
Dawgie wrote:
LOL This is hilarious. I was actually a big fan of their old theme/branding. It looked very professional. I don't know what they were thinking. I guess like BB said, since audit/tax are generally conservative, this is a way to differentiate themselves from the other 3.

Agree with you. I have worked at PwC for three years.
Very often client's percepted the firm as a solid professional audit company.
Now "pwc" is written in small letters; i do not think tha this is a best way to differentiate themselves from the others.
we will how this rebranding will affect the firm.
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Re: pwc's rebranding: a masterpiece or an extravagant absurdity? [#permalink]

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22 Sep 2010, 15:48
Interestingly during my time at PwC I was involved in a small piece of this rebranding project. Of course, my confidentiality agreement prevents me from saying much, but I will say that this was not a decision that was made quickly, there was a lot of deliberation over it.

I will say that I don't love it, but it is definitely better than some other options that were on the table at the time. I do like that it's much more modern and, quite frankly, less boring than the old branding/color scheme. I also really like the shortening of the brand to PwC. Most people knew the firm by that name anyway, so there's really no downside risk there.

Really the most interesting thing I see on the webpage is that they've gone back to referring to the consulting practice as "Consulting" rather than "Advisory". I guess enough time has passed from Enron et. al. that an accounting firm having a "consulting" practice isn't automatically seen as evil anymore.
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Re: pwc's rebranding: a masterpiece or an extravagant absurdity? [#permalink]

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22 Sep 2010, 20:02
Jerz wrote:
Really the most interesting thing I see on the webpage is that they've gone back to referring to the consulting practice as "Consulting" rather than "Advisory". I guess enough time has passed from Enron et. al. that an accounting firm having a "consulting" practice isn't automatically seen as evil anymore.

That IS interesting! Guess the terms of the sale to IBM in 2002 included a noncompete of less than ten years, eh? Or maybe they're just leaving the consulting name on the Bearingpoint Commercial Services segment they acquired?

I know Ernst & Young and Capgemini's noncompete is still in effect, and I think KPMG and Bearingpoint is as well, although I have no idea how the bankruptcy and subsequent sales of some business units impacts that kind of legal agreement...

After Deloitte's blockbuster growth in their consulting business, it seems obvious that the other three firms would want to step up their practices as well.
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Re: pwc's rebranding: a masterpiece or an extravagant absurdity?   [#permalink] 22 Sep 2010, 20:02
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# pwc's rebranding: a masterpiece or an extravagant absurdity?

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