Brand New! Alex Liu discusses Kearney’s rebrand; losing the A.T.; and how it all came together

Unless you’ve been under a rock so far in 2020, you probably know that what was once A.T. Kearney—with roots all the way back to 1926—is now simply…

Unless you’ve been under a rock so far in 2020, you probably know that what was once A.T. Kearney—with roots all the way back to 1926—is now simply Kearney. The new brand emphasizes the humanity that clients, colleagues, and alumni value most in the firm, according to Alex Liu, Managing Partner and Chairman of Kearney. The new Kearney brand was shaped primarily by client perspectives, he says, and what they find distinctive and valuable in Kearney people, the way its professionals work, and how the firm contributes to client success. As part of a comprehensive review of Kearney’s existing brand and value proposition, select clients provided feedback that helped define the firm’s approach. Firm partners, colleagues, and alumni contributed to shaping the new brand messaging, visual identity, and a personal storytelling approach to communications. Liu sat down with Consulting to discuss the thinking behind the new brand and the new Kearney.

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