The acquisition of Booz & Company by PwC created a branding challenge.
The name was of huge value — with
over 100 years of history behind it — but under the terms of the deal, it was not possible for the company to continue to use it. A branding solution that retained the value of Booz & Company was important for the success of the deal.
It was important that Booz & Company retained a distinct identity and a clear
voice in the marketplace — so a quick change to PwC was out of the question. This meant that an entirely new brand
had to be created and the existing equity quickly transferred over.
The creation of Strategy& did more than transition existing brand value, it helped
to further enhance the perception
and understanding of the company. It
signalled a new approach to consulting in
a somewhat staid market. And it created
a powerful communications vehicle
from which the company could showcase its expertise.