Slate’s Rob Walker has again earned my admiration by pointing out the tragic flaws in the rebranding of KPMG Consulting as Bearning Point. Why is it that consulting firms always choose such bad names? (Remember Monday:, PWC Consulting’s short-lived name before it was snapped up by IBM?) This article rightfully attacks the name as stupid and the brand behind it as utterly generic. To wit:
“What are we? Who are we? What do we stand for? We make things happen. … We integrate and collaborate. We deliver on our promises with an attitude of ‘whatever it takes.’ We measure our success by the success of our clients. … We have a presence, an intensity. … What we have not changed is our mind-set—the desire to get it done. … It’s who we are. We’re fast, nimble, smart, innovative, flexible, responsible, and honest. We know how to think on our feet. And make it happen. Now. … We don’t walk. We run. But with a purpose. A mission. … ”
Whoever did this work (and I’m checking on that) just wrote down whatever jargon the CEO had running through his mind that day, and charged them lots of money for regurgitating it. This is the kind of stuff that makes me embarrassed to do brand strategy.