Dissecting the McKinsey Rebrand from the Outside

May 26, 2019 | Brand Strategy

McKinsey & Company recently underwent a rebrand. While the changes they made may be subtle, the reasons for them are important. Jason and Jeff share their (somewhat opposing) opinions on the choices they made.

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Resources Mentioned in this Episode

Rebrand vs. Brand Refresh — What’s the Difference and What to Consider.
McKinsey & Company's New Identity
Profiting From Thougth Leadership Conference
The Firm: The Story of McKinsey and Its Secret Influence on American Business
Discovering the Art of Hand Lettering
Battling the Monster: Applying 3 Classic Storytelling Frameworks to Firm Marketing

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