Branding and Differentiation

Abstract

Try this test: Which major Consulting firms, in their 1996 reports, said:

• ‘We are committed to proving value to our clients and achieving our vision of being recognised as the professional services firm that contributes the most to its clients’ success’?

• ‘We are meeting the market place by changing and evolving — doing what it takes to serve our clients and provide them with value that can’t be found anywhere else’?

• ‘Our strategic intent is to create value for our clients and to bring competitive advantage to their activities’?

• ‘We are an organisation that is committed to working together to deliver value. Our clients gain the greatest benefits from the firm when we work together with them and for them’?