During the Skins Game
December 1st, 2002 | Published in Branding
During the Skins Game on ABC I noticed KPMG’s logo was no longer on Phil Mickelson’s visor. It had been replaced by a logo from Bearing Point, Inc.
Moments later a commercial confirmed by initial assumption. KPMG Consulting, Inc. had changed its name to Bearing Point.
Corporate name changes are nothing new. According to Enterprise IG there were more than Q7,450 corporate name changes worldwide the past two years. Some companies such as KPMG, I mean Bearing Point’s competitor Accenture (formerly Anderson Consulting) were forced to change their name. But most firms changed their names because they wanted too.
It strikes me that most business-to-business marketing executives just don’t seem to grasp what the great consumer brands (Coke, McDonald’s, and Nike) seem to know instinctively. A brand and the feelings, emotions, and experiences associated with it are a company’s most valuable asset.
