Designing B2B brands: lessons from Deloitte and 195,000 brand managers

225 Pages·2013·118.345 MB·English

by  Martínez Onaindía, Carlos;Resnick, Brian

Designing
B2B Brands
As used throughout this book, except where referring to the Deloitte brand, “Deloitte” shall mean Deloitte Touche Tohmatsu Limited and its
member firms.
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, 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 Limited
and its member firms.
This book contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collectively the “Deloitte
Network”) or the authors of this book is, by means of this publication, rendering professional advice or services. Before making any decision or taking any action
that may affect your finances or your business, you should consult a qualified professional adviser. The views and judgments expressed herein are those of the
authors and not necessarily those of the Deloitte Network. No entity in the Deloitte Network nor any of the authors shall be responsible for any loss whatsoever
sustained by any person who relies on this publication.
Cover design: Carlos Martínez Onaindía and Nick Eagleton
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Copyright © 2013 Deloitte Global Services Limited.
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Published simultaneously in Canada
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Library of Congress Cataloging-in-Publication Data:
Martinez Onaindia, Carlos.
Designing B2B brands : lessons from Deloitte and 195,000 brand managers / Carlos Martinez Onaindia & Brian Resnick.
p. cm.
Includes index.
ISBN 978-1-118-45747-4 (cloth); ISBN 978-1-118-55443-2 (ebk); ISBN 978-1-118-55733-4 (ebk); ISBN 978-1-118-55763-1 (ebk)
1. Branding (Marketing)–Management. 2. Brand name products–Management. 3. Corporate image. 4. Logos (Symbols)–Design. 5. Trademarks–Design.
I. Resnick, Brian, 1974- II. Title.
HF5415.1255.M374 2013
658.8’27–dc23
2012039446
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
Designing
B2B Brands
Lessons from Deloitte
and 195,000 brand managers
Carlos Martínez Onaindía
& Brian Resnick
IV
Driving the brand (Belgium)
Deloitte Belgium is one of the
country’s main employers,
and approximately 700 new
employees are hired every
year. An increasingly mobile
and selective workforce is
making attracting and retaining
that talent more and more
challenging. In September 2008,
Deloitte Belgium welcomed its
newest class of recent graduates
and held a special event at which
they met some of their new
colleagues and were introduced
to the firm. The introduction was
most notable for its conclusion:
at the end of the day, each of
the newcomers received keys to
their very own Deloitte-branded
Mini Cooper car. Following the
screening of a promotional film
featuring hundreds of the cars
touring the streets of Brussels
(shot from a helicopter) and group
participation in a safe-driving
course, the new hires departed
with a new car and a new
appreciation for the organization
they had joined. The initiative was
rolled out in 2008, but juniors
who start at Deloitte Belgium
still receive a Mini and color the
streets of Belgium.

VVII
Coming together to stand apart
A global Brand and Marketing Council
is represented by nearly 50 Deloitte
member firm leaders. In addition to
their local roles, they come together
periodically to shape the global
direction of the brand.
VII
Thank you
The visibility and strength of any business-to-business brand is first and foremost attributable to its people.
That’s why this book is dedicated to the 195,000 people of the Deloitte member firm network. The daily efforts
of this diverse international collection of auditors, tax managers, consultants, and service professionals are
directly responsible for shaping the brand. By defining and delivering on Deloitte’s brand promise, they are able
to take the biggest of ideas and make them real and relevant on an individual basis.
Within this 195,000 is a far smaller number of brand, marketing, and communications experts who focus heavily
on overseeing the activation of the brand at the local level. Equal parts brand owners and stewards, this group
has taken Deloitte’s identity system and given it life across more than 100 countries. We thank them sincerely.
The Champions Knight, Kareem (USA) Williams, Sarah (UK)
Alexandre, Didier (France) Kumar, Malika (India) Wittenauer, Frank (USA)
Allum, Lawrence (Australia) Lam, Rebecca (China) Zeeshan, Muhammad (USA)
Barrett, William J (USA) Lazaro, Onita (China)
Benko, Cathy (USA) Lee, Michelle (Canada)
Berlusconi, Antonella (Italy) Li, Freda (Canada) The DTTL Global Brand team
Bihler, Birgit (Germany) Llaca, Lucia (Spain) Heather Hancock
Bocart, Vincent (France) MacGibbon, Alan (Canada) Brian Resnick
Bodnarchuk, Tracey (Canada) MacKenzie, Amanda (Canada Pia DeVitre
Bovopoulos, Bill (Australia) Martin, Carlos (Spain) Alexander Hamilton
Breunig, Samuel G (USA) Mathurin, Michelle (UK) Gabriela Salinas
Casado, Jorge (Spain) Matsumoto, Robyn (Canada) Carlos Martínez Onaindía
Cernich, Michal (Czech Republic) McNamee, Eloise (UK) Cameron MacIntosh
Chang, Janet (USA) Meyer-Berkhout, Jan (Germany) Karla Anguiano
Chico, Jennifer (USA) Mitsue, Taka (Japan) Joannie Sauvageau
Chopra, Jyoti (USA) Montes, Heloisa Helena (Brazil) Shruti Thiruchelvam
Currey, Shane (Australia) Nair, Meena (India) Marcie Richardson
De Keulenaer, Ludo (Belgium) O’Gorman, Irene (Ireland) Tracey Guzman
Delventhal, Anne C (UK) O’Gorman, Vanessa (Ireland) Lucy Chacon
De Maeyer, Marc (Belgium) Ordenes Rivas, Astrid (UK) Hunter Kaplan
Den Held, Helen (Netherlands) Pang, Pam (China)
Dhawan, Atul (India) Paradis, Annick N. (Canada)
Donald, Allan (Canada) Pearson, David (USA) The Guru
Espinosa, Andres (Colombia) Phillipps, Tim (Singapore) Alina Wheeler, author
Estebanez, Jose Maria (Spain) Place, Alistair (UK)
Evans, Roger (UK) Pritchard, Annabel (UK)
Farrall, Frank (Australia) Redhill, David J (Australia) Our publishing team at John Wiley & Sons
Freedman, Sue (USA) Reoli, Eric M (USA) Amanda Miller, vice president and publisher
Fuentes, Christian (Chile) Salhab, Rana (Lebanon) Margaret Cummins, executive editor
Fugere, Brian (USA) Scheidler, Susan (Spain) Michael New, editorial assistant
Fyfe, Stasha M (UK) Schirmacher, Carla A. (Mexico) Kerstin Nasdeo, senior production manager
Gallardo, Luis (USA) Schonfeld, Samantha (USA) Justin Mayhew, associate marketing director
Garcia, Julieta (Mexico) Scott, Tracy (Canada) Penny Makras, marketing manager
Gatti, Virginia (Argentina) Seguine, Holly (USA) David Sassian, senior production editor
Grabish, Michael (USA) Soerrig, Charlotte (Denmark) Andrew Miller, copyeditor
Graham, Dominic X (UK) Somers, Victoria (Australia)
Gylfe, Suzanne (USA) Souza, Renato (Brazil)
Haddad, Nada (Lebanon) Spapens, Mireille (Netherlands) And perpetual gratitude to our agency, The
Hamilton, Toni (Australia) Stratmann, Jan (Germany) Partners, for their creativity and brilliance,
Handy, Tamika (USA) Swat, Katarzyna (Poland) and for helping us to continue daily to shape
Heasley, Stephen (USA) Taylor, Peter (UK) the Deloitte brand
Howell, Matt (Czech Republic) Tehan, Anna (China) Jim Prior, CEO
Hugo, Andre (South Africa) Teo, Maureen (Singapore) Nick Eagleton, creative director
Hutchinson, Jason D (Australia) Thiruchelvam, Shruti (Australia) Andrew Webster, client director
James, Andrew (UK) Torres, Lorena A (Mexico) And the rest of The Partners’ team
Jensen, Frode Vik (Norway) Tudor-Owen, Stuart (South Africa)
Jevtani, Divyesh (USA) Vander Kuur, Cindy K (USA)
Kallet, Pushpa (Singapore) Van Rooyen, Caroline (South Africa)
Kaul, Upasna (China) Von Hammerstein, Philippa (Germany)
Keller, John (USA) Walton, James M (Singapore)
Kessner, Karen (Germany) Weinstein, Michael (USA)
Kikuchi, Sachiyo (Japan) Weiss, Antje (Germany)
Kirch, Kent (USA) Whiting, John (UK)
VIII
There are 195,000 professionals
around the world actively shaping
the Deloitte identity on a daily
basis. Brand-building of that scale
requires relentless focus on a
unified vision and shared values,
alongside a dynamic culture.
There’s tremendous opportunity if
you get this right.
BARRY SALZBERG
Chief Executive Officer
Deloitte Touche Tohmatsu Limited