GRANT THORNTON

Creating a mobilising brand promise for a global player's local market

BACKGROUND

Grant Thornton’s global brand team’s brand promise (which was to translate to the line used for CVP/EVP) of ‘Go Beyond’ for developed markets did not research well, was not differentiated, and didn’t resonate with the partner, employee base, and potential talent base in Australia.

We were brought in to fix and localise the brand promise (and consequently CVP/EVP expressions) and bring it to life anchored in the Grant Thornton brand – with a degree of brand latitude and to evoke a 2nd tier challenger mindset in the market.

Solution

The result is a new brand promise and tagline describing both the customer (client) and people (Grant Thornton’s people, potential talent) experience: ‘Reach for Remarkable’, supported by a multi-year rollout programme.

After a year of a comprehensive programme of internal engagement and capability build, the promise is currently in external rollout phase with clients and other Grant Thornton stakeholders.