Deloitte’s 360-Degree Approach to Branding: “170,000 Brand Managers Step Ahead, As One”

Nov 16, 2010 | Corporate Member News

By Luis Gallardo*

What happens when you help your clients and people to step ahead? You become the world’s #1 professional services practice…

At Deloitte, 170,000 member firm people operating in more than 150 countries are united by one vision, a core set of values, and a global culture. Our goal is to create a distinctive brand experience that positions Deloitte as the first choice among the most sought-after clients and talent. We are relentless in pursuit of that goal, and now for the first time in Deloitte’s history, following our recent recognition as the largest private professional services organization in the world, we have a unique opportunity to continue to widen our lead among competitors in every area of our business. By behaving “as one” behind the voice of our brand, we empower our people to act as brand managers in driving and unifying a distinctive brand experience across hundreds of brand touch points—in every channel, for every stakeholder, across the globe.

A 360-degree approach to branding a distinctive experience for clients and talent

It is no secret that our talent forms the foundation of Deloitte’s global brand culture. Beyond the success of our Green Dot external advertising campaign, now running in more than 50 of our member firms in more than 100 countries, we understand that brand is less about marketplace positioning than it is about marketplace perception. That’s why the success of our brand depends on a 360-degree approach to creating a distinctive client and talent experience—an integrated, multi-stakeholder approach to our value proposition, the Deloitte brand promise.

Building long-term relationships is the goal of every interaction we have with our stakeholders, from employing innovative platforms that create a sense of community and best practice sharing within our global organization to externally facing brand engagement programs such as Deloitte Fantasy Football and Phase II of the Green Dot Challenge.

Emerging media technology—most notably social media—serves as a communications platform that makes collaboration possible among our marketers, communicators, and brand practitioners at Deloitte. From internal micro-blogging channels such as Yammer and Socialcast to beyond-the-firewall conversations via Facebook, Twitter, YouTube, and LinkedIn, our people strive to be always one step ahead in today’s ever-changing communications landscape.

Look no further than the following channels for more information on how we use social media and other online communications channels in our overall brand strategy:

Deloitte Fantasy Football 
Official Deloitte Facebook fan page 
TedxNewSt: An open innovation event about crowd sourcing 
Deloitte on Twitter 
Deloitte U.S. YouTube Film Festival – The Green Dot 
Phase II Green Dot advertising campaign   
Webcasts 
Deloitte Insights podcasts 
Thought leadership 

We are helping to define the future of our collective success as a brand by understanding and engaging in the conversations that create opportunities for our clients and people to step ahead as leaders in the marketplace.

*Luis Gallardo is the DTTL Managing Director, Global Brand & Marketing

Deloitte, one of Canada’s leading professional services firms, provides audit, tax, consulting, and financial advisory services through more than 7,700 people in 58 offices. Deloitte operates in Québec as Samson Bélair/Deloitte & Touche s.e.n.c.r.l. Deloitte & Touche LLP, an Ontario Limited Liability Partnership, is the Canadian member firm of Deloitte Touche Tohmatsu.

Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu and its member firms.

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