Using Celeb Quality Attributes to Rub off on your Brand

Anderson Consulting... do you even remember them anymore... well that is thanks to a whole re-brand and a little help from a celebrity that fit them to a "tee." Now the words high-performance, trust, and quality come to mind with the newly well-known Accenture. Celebrities are used freely sometimes and without great fit but this branded partnership is a match made to make some green!

Close-up with Teresa Poggenpohl, executive director-global image, Accenture

Teresa Poggenpohl was one of the architects of Accenture's affiliation with golfer Tiger Woods, which began in 2003. The partnership is widely viewed as one of the best uses of a celebrity pitchman in b-to-b marketing. Woods' commitment to excellence has become a metaphor for what Accenture claims to do: deliver “high-performance” results for its customers. The campaign has also gone a long way toward embedding the Accenture name in the minds of customers and prospects while erasing any ties to the old Andersen Consulting brand. In the Q&A below, Poggenpohl discusses how Accenture has integrated Woods into almost every aspect of its marketing and how the company has altered the campaign to reflect a different mindset of the market during the recession.

Check out more of this article by going to: http://ebm.cheetahmail.com/c/tag/hBKw7xFAHAUBKB7unW8-e5HdAvy/doc.html?RAF_TRACK=&email=cuse-fans@msn.com&fname=myra&remove=rm-0bukbm0va23554paxbvuw885ad4q98z@e.ccialerts.com