4 FEBRUARY/MARCH 2020 Consulting®
Shor tTakes Trends, Views and Analysis
Alex Liu discusses Kearney’s Rebrand; losing the A.T.; and how
it all came together
Consulting: A.T. Kearney’s been around 94
years and has a long history in management
consulting. So, why the rebrand?
Liu: A brand is always an aspiration,
an articulation of purpose. It’s got to
be grounded in your history and, as you
know, we have a long history as one of
the original firms of the industry. So the
brand has to stand for something that’s a
bit timeless; it has to look to the future,
yet it has to refer to the past. The most
exciting aspect of our new brand, I think,
is that it so accurately captures our voice.
If you strip away all the jargon, all the
greed, all the frameworks—all the things
that we may call vices—the greatest has
always been and still remains the clients
and the people at the center. The firm is
the vessel for those values. And the way
we looked at our rebrand is to re-affirm
the solidarity and the uniqueness of our
clients and our people. We really wanted
to make the clients and the people the star
of this show, as opposed to the firm.
Consulting: Why now?
Liu: It is a new decade and it’s been eight
years or so since we’ve asked ourselves
any of these questions about our brand
and who we are and who we want to be.
It was good timing for a refresh and to
re-affirm some of the principles the brand
stand for; it’s not just the look and feel,
but it’s also about how we interact with
our clients and with our people.
Consulting: And can you talk a little bit
abot the decision to drop the “A. T.” from
the new brand?
Liu: A.T. Kearney with the initials
referred to Andrew Thomas Kearney,
but we wanted to modernize it and make
it more inclusive. It’s not just about
Unless you’ve been under a rock so far in 2020, you probably know that what was
once A.T. Kearney—with roots all the way back to 1926—is now simply Kearney.
The new brand emphasizes the humanity that clients, colleagues, and alumni
value most in the firm, according to Alex Liu, Managing Partner and Chairman
of Kearney. The new Kearney brand was shaped primarily by client perspectives,
he says, and what they find distinctive and valuable in Kearney people, the way
its professionals work, and how the firm contributes to client success. As part of
a comprehensive review of Kearney’s existing brand and value proposition, select
clients provided feedback that helped define the firm’s approach. Firm partners,
colleagues, and alumni contributed to shaping the new brand messaging, visual
identity, and a personal storytelling approach to communications. Liu sat down
with Consulting to discuss the thinking behind the new brand and the new Kearney.