— THE SOCIETY OF THE SPECTACLE

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BRANDING

A couple of weeks ago, Wolff Olins launched a brand re-fresh for PwC (Price Waterhouse Coopers) the global consulting firm. My initial contact with the new Brand came from the increasingly influential (and increasingly snarky, more on this later) website Brand New. Brand New’s official review is glowing. Rightly so. As Simon Manchipp of SomeOne pointed out in his blog, there is probably no tougher brief than that of refreshing and focussing a global business of this scale, doubly the difficulty with a consulting firm, triple it with it’s organisational complexity and differing regional cultures. That’s one tough cookie to crack, and the re-brand, does the brief justice.

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