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BearingPoint is changing its “Re-launching the BearingPoint brand”!
Indeed, that’s what Harry You told the world today. Apparently the company needed to renew its image in order to build awareness and win more business. In order to do this we have seen a(nother) brand new logo and a brand new website.
This is indeed the second logo in only a few months. The first one substituted the brown bar over the logo with a black one, and the second one, you can see it, it’s the same but bright red. Well… you can try to see it, as such a strong color is sometimes delicate to see without strong sunglasses.
I do find BearingPoint a good company that lacks the awareness it deserves. For one of the top thirty biggest consulting companies in the world, BearingPoint is one of the least known, specially in Spain.
What I do question is the way it handles its image. And I will give only a few examples:
- The name: BearingPoint… yeah, that’s a name that surely rings a lot of bells in the USA. But what about the rest of the world? It is a name that is too long, too hard to remember and, the main problem, too difficult to write. Friends have been confronted often to this problem. BearingPoint? How do you write this? With a V or with a B? And of course, they ended putting it in separate words, or without the capsized P. How do BearingPoint expect to raise awareness when people are not able to write their name? I do find the name BearingPoint to be the single biggest mistake of the company.
- The color: A Senior Manager told me the other day that, in the old times of Arthur Andersen, they used the red color when talking about competition, as the red can lead, in excess, to agitation, anger, and even
violence, and thus transmit negative feelings about our dear competitors, something we strive to attain
I do like red, and I find it can be an eye catching color. But why such a bright red? Why not combined with other colors to soften it a bit?
I guess it is difficult to satisfy everyone in such a big company. Furthermore, people need some time to get used to new situations, as we are all naturally conservative and a bit concerned about changes. But still, the red color has been, almost unanimously, received with shock and suspicion among employees of BearingPoint I know.
To manage the brand of a company is difficult. Changes are also difficult. And brand-awareness changes are even more difficult. Everis did it pretty well, with a complete name and brand logo change. BearingPoint could have done it, but limited itself to a logo change.
The only thing they can do now is wait for the results. Will this policy bring the public notoriety and contracts Arthur had in its golden age? Time will tell.
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