http://www.thedrewblog.com/index.php/2009/12/14/accenture-fails-to-be-a-tiger/ Marketing for Good, Marketing as Service and More Mon, 12 Jul 2010 09:53:45 +0000 hourly 1 http://wordpress.org/?v=3.0 http://www.thedrewblog.com/index.php/2009/12/14/accenture-fails-to-be-a-tiger/comment-page-1/#comment-14712 Rob Leavitt Tue, 15 Dec 2009 14:28:42 +0000 http://www.thedrewblog.com/?p=835#comment-14712 Great post. Accenture has been a marketing machine from its initial, well-done launch on 1.01.01. The years-long High Performance. Delivered program is a textbook case of how to build a corporate brand, at least on the marketing communications side of things (we all know that brands ultimately are built in the minds of the customer). In an era when companies are urged to "let go" of the message and "give up control" of the brand, Accenture has shown that companies can still have a powerful impact from the inside if they invest consistently, have a powerful and simple message, and, most important, back it up with a broader and integrated marketing program and, of course, delivery of the goods. Tiger was a perfect fit, as you say, and it will be very interesting to see what the company does next. Great post. Accenture has been a marketing machine from its initial, well-done launch on 1.01.01. The years-long High Performance. Delivered program is a textbook case of how to build a corporate brand, at least on the marketing communications side of things (we all know that brands ultimately are built in the minds of the customer). In an era when companies are urged to “let go” of the message and “give up control” of the brand, Accenture has shown that companies can still have a powerful impact from the inside if they invest consistently, have a powerful and simple message, and, most important, back it up with a broader and integrated marketing program and, of course, delivery of the goods. Tiger was a perfect fit, as you say, and it will be very interesting to see what the company does next.

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