What company did you say you were from Developing a Strategy to Communicate a New Corporate Brand

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What company did you say you were
from?Developing a Strategy to Communicate a
New Corporate Brand

• Linda Rebrovick, Chief Marketing Officer,
  BearingPoint
• IABC International Conference 2004
• June 7, 2004

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Communicating the Brand

• Why Re-brand?
• The Challenges
• The Team. The Process.
• Communications Concept to Reality
• Spotlight on Launch
• The Results
• Maintaining the Excitement

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Why Re-brand?
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Our Legacy of Growth
2002MAY SEPTEMBERThe firm acquires 17 premier
consulting practices OCTOBER - KPMG Consulting,
Inc. becomes BearingPoint and begins trading on
the NYSE (Symbol BE)
1973The firm pioneers the concept of peer review
to ensure quality and objectivity in service
1897The company that would become KPMG Peat
Marwick is founded
1997Consulting is reorganized into a distinct
KPMG LLP operating unit
2000The firm begins to operate as KPMG
Consulting, Inc.
1910First US consulting engagement undertaken
with Westinghouse Electric and Manufacturing Co.
1999As an extension of our technology
partnership, Cisco Systems becomes a major
investor
2001KPMG Consulting, Inc. completes Initial
Public Offering and is listed on the NASDAQ
(Symbol KCIN)
1987Peat Marwick International merges with
Klynveld Main Goerdeler to form what becomes KPMG
LLP
2004 3.1b revenue15,000 people 39 countries

Fortune 500
FY03 results
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Key Drivers of Change

• Reinforce independence
• Observe SEC requirement
• Reduce marketplace confusion
• Gain the right to compete in any market
• Unify the business through a common identity

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Re-branding Objectives

• Create a distinctive brand
• Move target audience to new brand immediately
• Build long-term brand awareness
• Unify the company under one brand name
• Spend shareholder capital wisely

Clients
InvestorsAnalystsMedia
Employees
Target Audience
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The Challenges
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Internal and External Challenges

• Intense Cultural Change
• Abandoning the security of the partnership
• Transition to publicly listed entity
• Employee ownership
• Reporting of quarterly results
• Single, global PL
• Integration of acquired practices

• Tough Economic Climate
• Reduced information technology market spend
• Intense shareholder expectations
• Continued pressure to drive profit and operate
  efficiently
• Higher expectations of marketing to re-brand
  cost-effectively

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Expanding Global Footprint

• Early acquisitions included KPMG Consulting in
  Japan, New Zealand, Ireland and Israel
• Australia acquired October 2001
• Andersen Business Consulting practices acquired
  early 2002, doubling our capability in Asia
  Pacific
• KPMG Consulting European practices join late 2002

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Global Launch

• Must launch in 43 countries simultaneously

This was to become the right decision despite it
being our biggest challenge
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The Team. The Process.
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We Assembled the A Team

• Advertising
• Alumni Relations
• Analyst Relations
• Brand Tracking
• Brand Management
• Content and Collateral
• Direct Mail
• Information Technology

• Internal Communications
• International Communications
• Legal Counsel
• Media Relations
• Merchandise
• Shareholder Relations
• Visual Identity
• Web

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Challenges Were Significant
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A Comprehensive Approach

• A strong focus on market insights, employee
  feedback and advice from best-of- breed creative
  firms

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Re-branding Process
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Our Value Proposition
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Our Process Led to One Name
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What BearingPoint Means
Bearing   (bâr -ing) n. the situation or
horizontal direction of one point with respect
to another or to the compass Point
(point) n. An end or object to be achieved
purpose BearingPoint means setting direction to
an end point. As business systems integrators, we
align business processes and systems in order to
achieve end results.
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The Brand Architecture Is Completely Integrated

• The Arc Design
• One line represents the business processes of our
  clients
• The other line represents their information
  systems
• Both lines come together representing our
  commitment to align our clients business
  processes and information systems
• The Colors
• Black signifies strength and stability
• Sandstone represents empowerment
• White reflects clarity of purpose

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What Our Brand Represents

• BearingPoint is more than a new name
• It is also a new brand position
• We will elevate our position in todays global
  marketplace by empowering our clients to create
  enterprise value
• By aligning our clients business processes and
  systems, we enable them to access the right
  information at the right time
• Because the right information brings knowledge
• Knowledge is power
• And sharing it is empowerment

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The Tag Line Clearly Emerged
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Communications Concept to Reality
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Launch Critical Success Factors

• Context and time-sensitivity
• Secrecy was critical if announcement and
  execution were to coincide
• Over 100 non-disclosure agreements signed
• Secure intranet sites deployed
• Not one external leak

• Audience-specific communications
• Employees
• Clients
• Alliance partners
• Investor community
• Analysts
• Alumni
• Post-launch equally important

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Communication Materials
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Extraordinary Pre-launch Activities
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Employee Communications Plan

• Launch Day
• CEO and CMO Communiqué, showcase ad campaign,
  Corporate Identity System, signage changes
  (selective), Web site, business cards,
  stationery, office celebrations
• Week One
• Launch package, merchandise, collateral,
  remaining signage
• Ongoing
• Reinforcement, completion of Web overhaul,
  re-branding of all client-facing documents

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Client Communications Plan

• Launch Day
• Worldwide main event, press, e-mail, personal
  visits, print and broadcast campaign
• Week One
• Direct mail, personal calls, Web banner
  announcements, Mickelson events (USA), print and
  broadcast
• Ongoing
• Ongoing advertising, PR, solution tools and
  templates

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Spotlight on Launch
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Aggressive Brand Launch on Day One

• BearingPoint TV videos and toolkits on desktops
• 160 global office celebrations
• New visual identity
• Extensive marketing communication materials
• Office signage, business cards, stationery
• Proposal and presentation templates
• Web site
• Merchandise
• Print advertising announcing our new name
• Press conferences
• And more, including the transition to the NYSE!

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Signage
And other photos
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The Results
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Media Coverage Is a Success!
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PR Keys to Success

• Effective, targeted media outreach by the team
• Coordination between the media relations team
  worldwide
• Development of an extensive press kit
• Translated in 9 languages
• Early access to press materials
• Global spokesperson preparation
• Held multiple conference calls for designated
  spokespersons, complete with key messaging
  materials

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We Moved Target Audience to New Brand in First
75 Days
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We Are Tracking Long-Term Brand Awareness
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Web Hits High
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Supporting Information
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Why Did We Do So Well?

• Compelling business reasons to change
• Passionate and involved CEO sponsoring project
• Outstanding internal team
• Partnered with best-of-breed advisors
• Global advertising agency allowed for local
  interpretation
• Invested heavily in internal communications
• Our team is proud of our new name and brand
  position

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Maintaining the Excitement
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Shift in Strategy

• Identified the need to
• Improve brand awareness and loyalty in all
  regions to drive more business for BearingPoint
• Special emphasis to increase brand awareness in
  EMEA, Japan and China
• Continue to develop a comprehensive global brand
  program
• Design a program that serves as air cover and
  complements region/industry activities
• Create a synergistic end-to-end brand and voice
  across the company to optimize budget and
  resources
• Develop a consistent client message experience
  across all regions and communication channels

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Focus on Integrated Strategies
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Integrated Global Partnership Program

• Establish a macro-level partnership to supplement
  regional activities
• Align with a leading media and communication
  company that has high concentration and mind
  share of business decision makers
• Leverage the medias brand strength and loyal
  customers to support our direct marketing
  activities and sponsorships
• Leverage unparalleled venues only offered through
  partnership for events and promotions
• Gain access to exclusive business authorities,
  in-demand editorial staff and c-level audience

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Sports Sponsorships

• Established sport figures who personify our
  company values and strengthen our brand
  attributes of competence, integrity,
  determination, value, and results
• Secured highly visible logo placement to build
  brand awareness and name recognition
• Aligned with sport areas in key countries that
  have high reputation among our target audience
• Incorporated elements of high-touch opportunities
  with clients and prospects
• Developed solid communication program to
  strengthen internal brand ambassadors

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Solution Themes

• Execute global rollout of identified solutions
  that are critical growth initiatives for the
  company
• Coordinate regionally planned activities across
  every aspect of marketing
• Leverage industry, solution and alliance
  interlock to maximize return on our investments
• Build global message platform for consistent
  communication
• Summary points of the Solution sets
• Promote internal training
• Spokespeople in different regions
• Build awareness of Solutions as a key
  BearingPoint offering

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Target Segments and Key Initiatives
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Representative Activities
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Internet User Experience

• Improved the breadth and depth of available
  content delivered to any web context
• Powerful personalization and customization
  functions (e.g. My BearingPoint)
• Dynamic page creation and navigation
  automatically delivers links to repositories of
  contextual content
• Significant enhancements to search and sort
  functions
• Everything on-linebusiness intelligence exposure
• More intuitive navigation
• Integration with back office systems (e.g.
  OneView)
• Single Sign-On/User Authentication

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Interactive Campaigns

• Traffic Generation Activities
• Home Page Features Opportunity to reach 170K
  visitors per month
• eMail Campaigns Targeted, multi-stage campaigns
• Key Word Buys Google, Overture
• Directory Placement IT Content Directories
  integrate our content in key .com vehicles
  including Forbes, Information Week, Government
  Technology and major search engines
• Flash Banners and Adverts Resident or externally
  placeddesigned to target specific users and
  drive traffic to lead-gen content
• Traditional Marketing Advertising, collateral,
  press relations, events all optimized to drive
  visitors in a follow-on dialogue

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Measurement Tracking Strategy
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Measurement Tracking Strategy
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Empowered by BearingPoint
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Our Corporate Video
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We Are Proud of