EY Presentation #2
Transcript: Tactic Submit a brief statement on the name similarity to the Huffington Post 2009 & 2010 Revenue declines for two consecutive years Informing the Public Global Press Release 2011 & 2012 Revenues increase due to global acquisitions Causing inconsistency in messaging and brand "Building a better working world" has always been their mission, it differentiates themselves from competitors With Vision 2020, EY will not just keep pace with change but stay ahead of the curve Actions Key Messages These similarities will have no effect on the company, because: Individuals searching "EY" will understand the difference The benefits of rebranding outweigh the bad press Questions Employee handbooks Advertisements Office Designs Research Think Long Term Global Focus Search Engine Optimization Anticipate the worst case scenario and have a plan Only proceed if the positives outweigh the negatives Jordan Gover, Faith Gachii & Maryna Rath The Bad Press releases SEO & Google AdWords Addressing the EY! Magazine issue Magazine Mix Up 2013 EY places #3 Big 4 firms Far behind Deloitte and PwC 1. Unify organization globally Adopted a global brand name, tag line and logo Appointed a global chairman and CEO Changing the name to EY will provide consistency and ease of use for clients Overall - EY rebranding was successful 2012 Global Review The Good Social media platforms Use of an outside agency Billboard launch Appearance change in all offices Firm-wide webcasts Consistent message (follows new business strategy) Employee handout http://www.ey.com/GL/en/Issues/Business-environment/building-a-better-working-world#home EY Vision 2020 Rebranding Tactics Recommendations 2. Reposition in competitive market Consulted with industry experts, clients, partners and discussion groups Established a long-term vision (2020) Actions Lessons Learned What should have been done/ how to proceed Do you think the benefits outweigh the repercussions from EY! Magazine? Make sure the public understands your message Run teaser ads Have the new CEO & Global Chairman talk to employees Talk to the press Ernst & Young LLP. vs EY US EY let the magazine issue play out on its own Generated buzz about its re- branding Address the magazine Focus more on future media relations 1. Unify the organization globally Consistency and ease of use Brand recognition 2. Reposition company in the competitive market Create high performing teams and great client services Combat industry trends of stagnation Key Messages EY Vision 2020 Rebranding Strategy Situation