Strategy&

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.

More than a name

Despite the loss of the ‘Booz’ name, some key elements of the identity were still available — a bold use of black and white,
a strong, opinionated voice, and a distinct ampersand. These elements were carried forward to create continuity, with the ampersand becoming an integral part of the new name as well as a key part of the communications approach for the company.



Beyond strategy

The Strategy& brand allowed the company
to emphasise the elements that could be coupled to strategy to provide solutions that go beyond what is expected. 
It also allowed
it to talk about the approach it took to solving problems,
or the benefits its services could bring to its clients.


What others said

“We wanted a word that was naturally descriptive, but one that was 
not
closed. I think clients get it.”

Tony Poulter — 

Global Head of Consulting,
PwC / Chairman, Strategy&

(Consulting, June 2014)

“We went through the journey of brand development and we’ve taken something that’s
well understood, ‘strategy’
and then have given
it a little bit of a twist.”

Cesare Mainardi —
CEO, 
Strategy&

(Consulting, June 2014)

“We’re happy with the attention we’ve got over
it — it’s what we intended,” he says. “We wanted it to
be provocative, memorable and even a little bit quirky.”

Tony Poulter — 

Global Head of Consulting,
PwC / Chairman, Strategy&

(Consulting, June 2014)