PwC

PricewaterhouseCoopers (PwC) is recognised as one of ‘The Big Four’, the four largest professional services networks in the world. With a score of 6.66, it comes in at number 41.

The brand shines brightest for its engaging visual style. The distinctive colour palette and graphics serve as key differentiators in a somewhat corporate and functional looking sector. PwC’s dedication to ESG issues also makes it stand out from other accountancy firms. Its sustainability framework highlights material issues and sets out SMART targets with clear alignment to the UN’s SDGs. It also presents a separate report on transparency and governance which is a rare find in the reporting landscape. We feel there are two clear opportunities for PwC’s brand. The first concerns establishing a clear personality to reflect and support the vibrancy of its visual identity. PwC could also develop more ownable values. While we like ‘Reimagine the possible’, ‘Act with integrity’ and ‘Care’ are generic hygiene factors that could apply to any other company.