The effort encompasses brand identity, positioning, a new logo, an internal communications effort, sales tools and an integrated ad campaign.
CoreBrand, New York, worked with BearingPoint on the branding effort, and Renegade Marketing Group, New York, developed the marketing campaign.
“We have never rebranded ourselves since the name change,” said Connie Weaver, exec VP-CMO at BearingPoint, who came on board two years ago from AT&T.
Weaver led a year’s worth of internal and external research, during which she discovered that client satisfaction with BearingPoint was very high but awareness of the company was very low.
“If we really want to define ourselves, we are not only going to have to change our name but we are going to have to have a complete transformation, internally and externally,” she said.
The new positioning drops the old tagline, “Systems aligned. Business empowered,” which was created by BearingPoint’s former ad agency, Arnold Worldwide.
The new tagline, “Management and technology consultants,” more clearly defines what BearingPoint does and who it is, Weaver said.
“It really narrows the field of competitors to the top two or three players in the market, as opposed to confusing us with the people who do pure technology consulting or the people who do pure strategy consulting.”
BearingPoint also changed the color of its logo from black to red, which Weaver said is more “aggressive.”
The advertising campaign, which kicked off in May, includes print, radio and online ads and a redesigned Web site.
The campaign includes a horizontal effort, aimed at C-level executives across a range of industries, as well as a vertical effort. The first vertical sector that BearingPoint is targeting is government, which accounts for about 40% of its business.
A general print campaign ran in Forbes and Fortune last month, with ads declaring, “BearingPoint gets things done. Differently.”
BearingPoint took out prominent media placements, including a four-page foldout on the back cover of the Fortune 500 issue and a center spread in the Forbes 2000 issue.
For the government campaign, BearingPoint ran ads in publications including Defense News, Federal Computer Week, Government Executive and Washington Technology, showing how it helps clients including the U.S. Army, Navy and Air Force solve critical problems such as information sharing, security, identity management and performance.
Print, online and radio ads drive users to the redesigned Web site (www.bearingpoint.com/donedifferently ), which features information about BearingPoint’s business approach, client case studies and an online video.
BearingPoint also launched an extensive internal communications effort to introduce employees to the campaign, including more than 40 workshops, sales staff training, and internal tools to help its 17,000 employees learn about the new positioning.
“We want to create 17,000 evangelists who can engage the market in a different type of dialogue,” Weaver said.