In times of economic and political uncertainty, authenticity takes a front seat in many marketing campaigns, like BDO’s "Eleven Time Zones" spot above. The brand’s tagline, “People who know, know BDO,” reinforces the message that it’s the insider’s choice.

BDO is the sixth 6th largest accounting firm, smaller compared to the Big Four, $1 billion versus $10 billion, respectively, but its latest TV advertising from Seiter & Miller, turns that to advantage; an alternative to the Big Four, with a successfully different culture.Continue reading...

PricewaterhouseCoopers officially rebranded today to the name it's best known as: PwC. The corporate video above says it's more than a simple name change and visual makeover, but a freshening of the brand's value and positioning going forward.

The accounting firm, which calls itself "the most recognizable brand among the Big Four global professional services networks," says it's formally adopting the longheld "PwC" moniker "in order to strengthen, and modernize how it represents its worldwide network to its clients, its people and the communities in which it operates."

But it's not completely shedding the 22-letter moniker.Continue reading...