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KPMGBrandBook

KPMGBrandBook

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Published by Caleb Newquist

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Published by: Caleb Newquist on Sep 15, 2010
Copyright:Attribution Non-commercial

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03/15/2013

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Buildingthe KPMGDifference
For internal use only
 
1
Our clients tell uscomplexity is theirgreatest challenge
A tougher economic climate, increased regulatory interventionand increased competition, challenge clients to become moreexible and responsive. How they respond and competedenes their performance, success and reputation.Our clients look to KPMG rms for help in navigating throughthis complex world. They expect to work with the bestpeople. They dene these people as people they trust,experts with a global-local perspective, and professionalswho can cut through complexity to deliver insights andpractical solutions. These qualities form the foundation forlong-lasting trusted relationships.Our clients tell us that if we consistently deliver in everymarket on these aspects, we will build and sustain ourreputation as the best rm to work with.
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EBT OVERHANG • DOLLAR/YUAN • OIL PRICE • CREDIT RATING DO
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32
Our brand, our reputation,our differentiation‘Why KPMG?’Our new brand proposition
Our brand is our reputation and a leading reputation isfundamental to our ongoing success. Our people want us tobuild a world-class brand that will make us truly distinctive;a brand that is bold, that inspires us, and helps us answer‘Why KPMG?’Our refreshed brand captures who we are and what we standfor. It is driven by our clients, our people and supports ourstrategy. It builds on our strengths and will keep us relevantnow and in the future.As we embark on this exciting new journey, our brand will bea critical enabler of our strategic growth, our differentiationand our recruitment and retention of the best talent.This is about all of us, every one of our people, living ourbrand in everything we plan, say and do. Together we are ona journey to be truly distinctive and build a consistently clearunderstanding of ‘Why KPMG?’As a result of in-depth external and internal research we havedeveloped a clear and compelling brand proposition:
Our high performing people mobilize aroundour clients, using our expertise and insight tocut through complexity and deliver informedperspectives and clear solutions that our clientsand stakeholders value.Our client focus, our commitment to excellence,our global mindset and consistent delivery buildtrusted relationships, which are at the core of ourbusiness and reputation.
This is encapsulated by the core idea that gives us acompetitive advantage:
High performing peoplecutting through complexity

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