As I was stopped at a traffic signal on 16th Street, in Philadelphia, a few weeks ago, I noticed an illuminated KPMG logo on the side of a building. Four solid rectangles with an italic letter overlapping each in an uncomfortable way. It got me thinking about this category, and the brands within it.

KPMG along with Deloitte, Ernst & Young, and PricewaterhouseCoopers (a.k.a the Big Four) represent serious global business. In 2011, they realized a combined annual revenue of $103.6 billion. Yes billion. Yet their brands are not conveying the same story. (more…)