What Is the Role of Brand in Management Consulting? Research Highlights from Industry Study

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Role of Brand in Management
  1. The BIG Question What is the role of branding in management consulting? See more study results at: BIGMgmtConsulting.com or learn more about brand strategy consultants and their stewardship of your brand at BluegreenBranding.com.
  2. An organization’s brand is reflected in its distinct values system, unique personality, and a clear vision of what it stands for. Brand is embedded in the culture, and shapes and guides how the organization presents itself (both internally and externally) and carries out its mission. See more study results at: BIGMgmtConsulting.com
  3. A shifting landscape, starting from the top. See more study results at: BIGMgmtConsulting.com
  4. Overarching questions we set out to answer.  How is brand being used as a business asset?  How can branding and marketing help firms achieve business goals?  How does brand compare with partner reputation as a business builder?  Is the role/importance of brand related to firm size?  What are the most effective channels for connecting with key internal and external audiences? See more study results at: BIGMgmtConsulting.com
  5. Methodology Online surveys sent to AMCF membership and database. See more study results at: BIGMgmtConsulting.com
  6. Who Responded: Functional Roles Q/ Which of the following best describes the area of specialization of your position? (n=76) 18% 25% 5% 8% 3% 26% 7% 8% Service line Corporate strategy/head of practice HR Industry vertical IT Marketing Operations/Finance Other See more study results at: BIGMgmtConsulting.com
  7. Who Responded: Geography Q/ Which of the following best describes your firm’s geographic focus? (n=76) 13% 12% 29% 45% 1% Regional National (US) with little to no global reach Primarily national (US) with some global reach Global Non-US with US office(s) See more study results at: BIGMgmtConsulting.com
  8. Who Responded: Organizational Structure Q/ What is the ownership structure of your firm? (n=76) 37% 43% 20% Partnership Privately held Public See more study results at: BIGMgmtConsulting.com
  9. Who Responded: Titles Q/ Which of the following titles best identifies the level of your position within the firm? (n=76) 20% 36% 9% 15% 12% 9% Executive Management Partner/Owner Vice President Director Manager Other, please specify See more study results at: BIGMgmtConsulting.com
  10. Who Responded: Size Q/ Approximately how many full-time employees are there at your firm? (n=76) BIG & BIGGER STRADDLERS GAINING SCALE BOUTIQUE See more study results at: BIGMgmtConsulting.com 30% 31% 20% 19% Less than 50 50-1000 1001-5000 Over 5000
  11. Page 12 The 6 BIG Findings The Six BIG Findings
  12. How Do You Define Your Brand? 1
  13. You offered a plethora of words to describe your firms. Collaborative, client-focused, Growing, complex, insightful, Ambitious, innovative, good listener, hungry, integrity, high-end, decision-oriented, collaborative, active, ethical, dynamic, intelligent, progressive, nimble, collaborative, intelligent, results-oriented, innovative, adaptable, silo’d, high quality, continual learning, quality, service-oriented, winning, collaborative, honest, data driven, fast paced, forward thinking, integrity, dedicated, collaborative, evolving, striving, integrity, passion, flexible, customer-centric, premium, expert
  14. Some themes emerged from the responses. Collaborative, client-focused, Growing, complex, insightful, Ambitious, innovative, good listener, hungry, integrity, high- end, decision-oriented, collaborative, active, ethical, dynamic, intelligent, progressive, nimble, collaborative, intelligent, results-oriented, innovative, adaptable, silo’d, high quality, continual learning, quality, service-oriented, winning, collaborative, honest, data driven, fast paced, forward thinking, integrity, dedicated, collaborative, evolving, striving, integrity, passion, flexible, customer-centric, premium, expert
  15. You view yourselves as client-focused. Collaborative, client-focused, Growing, complex, insightful, Ambitious, innovative, good listener, hungry, integrity, high-end, decision-oriented, collaborative, active, ethical, dynamic, intelligent, progressive, nimble, collaborative, intelligent, results-oriented, innovative, adaptable, silo’d, high quality, continual learning, quality, service-oriented, winning, collaborative, honest, data driven, fast paced, forward thinking, integrity, dedicated, collaborative, evolving, striving, integrity, passion, flexible, customer-centric, premium, expert

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