Case Study Manc

Read the article below and answer all of the following questions. You are expected to apply the theory to the article below. Please avoid cutting and pasting information from the internet and other sources.

Behind Deloitte's First Global Brand Campaign $-$ How The Consulting Firm Eradicated A 'Feudal Approach'

In the bad old days, large consulting firms were famous as fiefdoms, with each office and the specialty practices within those offices controlled by territorial partners. These partners defined the customer experience and the local branch culture, caring little about the master brand. Customer loyaity was to "their" local partner. Clearly, this approach was problematic, especially as the economy and the clients served became more fluid and global.

Deloitte, which employs approximately $286,000$ people in $150$ countries, has essentially eradicated this feudal approach. One key was to establish a shared brand purpose $("$make an impact that matters"$).$ Another was to create Deloitte University, which trains every consultant on critical skills like empathy, listening and leadership. One of the final pieces of the puzzle was a global marketing campaign, orchestrated by Global Chief Marketing Officer Diana O'Brien, who in our conversation below shares some critical insights for just about any modern marketer.

What does it mean to be the voice of the customer at the leadership table?

It means I need to bring insights that help us differentiate ourselves. I need to bring thoughtfuiness into the strategy on how we're going to grow. I can't just think of the brand and promotional campaigns; I have to think of what's our business strategy. Moreover, I need to bring competitive insights, differentiating ideas, new business models to that strategy so that when we choose to do something in the marketplace, the customer is at the centre and we focus on what the customer needs.

So$,$ your role is a lot more than message management, right? $1$ think of marketing not as the message anymore but as the mindset and the meaning in the organization. I put a big umbrella over it$.$ It used to be this little $\text{'}m\text{'}$ that was the merrageBehind Deloitte's First Global Brand Campaign