Brand – how an organization is perceived in the market as delivering value – can be instrumental in attracting and cultivating talent. In a market where employees, consumers, clients, partners, and society are increasingly expecting more from corporations, brand is at the forefront as one of the most important intangible assets.

Tandra Jackson, head of KPMG’s Growth and Strategy business, which includes brand, will walk though the strategic approach for the recent KPMG brand refresh: From building on research to creating an authentic brand promise without compromising our values, identity, and commitment to all our stakeholders. The audience can expect to gain a deeper understanding of how a strong brand promise can enable growth, as exemplified by a KPMG case study. KPMG is leveraging research to illuminate new opportunities for innovation and transformation.

With our brand refresh, we set out with the objective to develop a brand position and creative campaign that sets us apart from our peers. This two-phase approach involved extensive research and analysis to inform brand development and deployment strategy. The three central pillars focused on audience (what our world needs), organization (what’s special about us), and environment (our societal, commercial, and competitive context).

Tandra JacksonVice Chair of Growth & Strategy at KPMG US

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Tandra Jackson
Vice Chair of Growth & Strategy at KPMG US