www.pwc.com

A journey inprogress

PwC

Agenda

1. Why change

2. Change what

3. Change how

4. Story so far

5. What next

6. Questions

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1. Why changeThe business context

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Why change? - part of a business agenda

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Permission

Long journey

Consensus

Focus

Twists and turns

Context Outcome

Changing operating environment

New business strategy

Measurement catalyst

Fresh insights

Leadership appetite

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Brand to do what?

Recommendation

Usage

Awareness

Consideration

Our brand must workharder for the business

• Relevance (outside-in view)

• Consistency (internal issue)

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Identityhow we presentourselves

Experiencewhat it’s like to

work with us

what we’regood at

Capabilitieshow we behave

Culture

Core of brandWhat we stand for

What is brand?

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2. Change what

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Positioning and expression

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Identityhow we presentourselves

Experiencewhat it’s like to

work with us

what we’regood at

Capabilitieshow we behave

Culture

Buildingrelationships

creatingvalue

Brand what?

Expression

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Planned migration

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From To

Messaging “Monetisation of online music” “Making music pay”

How we presentourselves

Many firms One brand

How we lookand feel

Institutional, cold More approachable, warmer

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Logo designed as a utility for messaging

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Logo designed as a utility for messaging

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Who we areOne networkOne brand

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Logo designed as a utility for messaging

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Who we areOne networkOne brand

What we doBuild relationshipsTo create value

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Enabling consistency, yet flexibility

13Global Board: Brand Discussion

PricewaterhouseCoopers Slide 13

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3. Change how

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Implementation approach

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Two programmes to drive implementation

Brand impact for communications (BIC)

Brand impact for business (BIB)

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Tools built by cross-territory work teams

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StationeryLead:US

Exhibitions,events ,sponsorship

Lead:RussiaIntranet/

portalsLead:

Global

RecruitmentLead:

Global / UK

AdvertisingLead:

Australia

Merchandise& gifts

Lead:HK/CHINA

ProposalsLead:

Global

Online/webLead:

US / UK

Signage &environments

Lead:UK

Publications /thought leadership

Lead:Global

Core content work teams

Desktop AppsLead:

Global AdvisoryLead:Global / UK

Visualidentity

Lead:Global

Verbalidentity

Lead:Global

TSPengagement

Lead:GlobalTax M&C

Training

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Brand promise - building relationshipscreating value

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• Outlines business rationale driving PwC brandchange and explains the promise.

• Contains elevator speech, key external andinternal messages, how to use our name andcommunication style.

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September 2010 - Brand in a box

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22, 500users

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Global internal engagement – brand starter

19Brand Update

Microsite45,000 uniquevisits

Brand helpline

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Brand training - a blended approach

Workshops

Help desk

E-learning

Train the Trainer

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1. Understanding our brand

2. Talking in the new brand style

3. Writing in the new brand style

4. Designing with our visual identity

5. Creating proposals in the new brand

6. Creating thought leadership

7. Creating impactful presentations

8. Executive briefing

Modules

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4. Story so far

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139 territory sites now visually consistent

24Dec 2010

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Our brand site

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Brand gallery –a showcase for good practice

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Quick guide

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Signage – Territory support service

• Global support service to helpterritories understand and implementthe signage kit.

•Includes planning and cost estimates,manufacture and installation as wellas maintenance.

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5. What next

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Things on the to-do list

• Extending training to client-service and business leaders

• Implementation of governance system

• Sharing more internal success stories

• More business value-propositions and delivery

• Embedding in Human Capital

• Brand certification

• etc

• etc

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