Friday, February 01, 2008

Accenture : High Performance , Delivered

Corporate Brand : Acccenture
Agency : Rediffusion /DYR ( In India)


Brand Analysis Count : 307


Accenture is a unique marketing case study because of two reasons . It is one of the most aggressive corporate brand in the service industry globally and the second reason is the rebranding exercise which it undertook in 2001.

Accenture was formerly known as Andersen Consulting. Anderson consulting was the consulting arm of Anderson Worldwide. Anderson Consulting was established in 1989 when the consulting practice of Arthur Andersen was hived off to form a separate company. Arthur Andersen had established itself as one of the major accounting firms and had a global presence.
The consulting boom of 1990's boosted the image of Andersen Consulting. Soon Anderson Consulting had built a strong brand equity across various consulting domains. Both Arther Andersen and Andersen Consulting was independent business units under Andersen Worldwide.

The fledging consulting business prompted Arther Andersen to enter the consulting domain. This entry of Arther Andersen into the domain of Anderson Consulting started a messy fight between these two units which ended in the arbitrators courts. In 2000 Arbitrator ruled that Anderson Consulting was granted independence from Andersen Worldwide . Andersen Consulting had to forgo the brand in favor of Andersen Worldwide.

This forced the consulting firm to scout for a new brand name and identity. The brand name was selected among 500 alternatives. The process of selection of brand name was itself a unique event. Anderson Consulting had a huge brand equity among various business houses across different domains and geographies . Hence the new brand name had to reflect the existing brand values and should be relevant in the various geographies in which the company operated. More over the brand name and trademark should be available in the markets where the company was operating.

The company made use of legal experts from each country it operates to check whether the list of brand names are viable in respective countries. The process of screening also involved linguistic analysts from 47 countries and 200 languages to check the cultural sensitivities of the brand names considered. The company also checked with senior executives of the clients to get their perspective. All these efforts ended with the name ' accenture' . Incidentally the name was suggested by an employee named Kim Peterson . This fact itself that gave the name more charm.

On January 1, 2001, the rebranding happened. For the first 3 months 6000 TV spots were aired and over 1000 print ads were splashed across the world. The entire campaign cost the company around $ 175 mn. The new campaign highlighted new capabilities in consulting, technology , outsourcing & alliances. The brand took the tagline : High Performance. Delivered. At the end of 2001, the brand achieved the same recall and equity of the earlier name Andersen Consulting.

Now Accenture is valued at $ 6.5 Billion and is a respected consulting firm across the world. Now the entire brand promotion revolves round Tiger Woods who is the brand ambassador. Since 2003, Tiger Woods has been an integral part of Accenture's branding. Tiger Woods is the embodiment of high performance so is Accenture. The latest campaign runs on the theme ' We know what it takes to be a Tiger '

Accenture came to India in 2005. The brand now has serious business in India and the brand is running their campaigns aggressively in the Indian market. The branding campaign is predominantly in print. The brand looks at the following audiences :
a. Domestic and potential clients
b. Potential employees
c. Existing employees.

What is more important in this brand's strategy is that Accenture celebrates performance. The campaign is not restricted to Ads but also lot of events and research. Accenture's research on High Performers and high performing companies are path-breaking. The website is also rich with case studies and insights.
Accenture is a true case of a brand living upto its values and manthra.

7 comments:

  1. This brand has stopped its contract with Tiger Woods such a powerful personality ...this has affected the brand drastically ...relying on tiger woods so much led to a very high brand leveraging for accenture...and suddenly due to the case of extra marital affairs...accenture had to stop its contract with Tiger Woods... all i have to say " High Performance.NOT Delivered"

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  2. @Ankit Halder
    i too agree with your point

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  3. Anonymous4:28 PM

    Agree to a certain extent about over reliance on Tiger, but the new campaign they have come up puts across the message beautifully and simply. Plus they dont have to pay anyone endorsement fees:).
    Also, to the author - "Accenture came to India in 2005" is incorrect. They have been here since much before - initially as Andersen COnsulting, then rebranded as Accenture in 2001.

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  4. Interesting blog. It would be great if you can provide more details about it. Thank you by Mythili

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  5. Anonymous1:46 PM

    What is the full source of this data....it is really interesting blog...

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  6. Great article, Harish. I learned a lot about Accenture. Thanks for the post.

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  7. Management consulting is a field that is growing quickly, and employees at the top consulting firms can expect to earn a premium wage and benefits. Becoming a top-notch consultant requires the proper education and work experience, but it can be well worth the effort.

    ReplyDelete

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