A1
A Closer Look at Our Brand
Essential Tools for Brand Leaders
B
r
a
n
d
B
k
.
0
8
7
/
9
/
0
1
5
:
5
9
P
M
P
a
g
e
A
1
A3
Our brand will not take care of itself. We must
take every opportunity to communicate who we
are, what we do, and what we stand for. This is
the responsibility of every person in our Group.
B
r
a
n
d
B
k
.
0
8
7
/
9
/
0
1
5
:
5
9
P
M
P
a
g
e
A
3
Our brand…
is expressed in thousands of points of contact where the customer meets our people and our
work every day. A client (or recruit or investor) may encounter Cap Gemini Ernst & Young through
any number of sources: a print advertisement, a brochure, our university, even when an employee
answers the phone. And every time the client meets our brand, he or she forms an opinion about
what our company looks like, feels like and stands for. That is why every point of contact is an
opportunity to communicate a unified image of the Cap Gemini Ernst & Young brand.
Our brand is not an abstract concept. It comes alive in the work you do every day, in the
principles you apply, in the way you talk about the Group. The purpose of this book is to provide
you with an all-in-one guide to our brand identity and strategy.
We hope it will help you to project a clear image of Cap Gemini Ernst & Young, because at the
end of the day, our brand…
…depends on you.
B
r
a
n
d
B
k
.
0
8
7
/
9
/
0
1
5
:
5
9
P
M
P
a
g
e
A
4
A5
Table of Contents
B
r
a
n
d
B
k
.
0
8
7
/
9
/
0
1
5
:
5
9
P
M
P
a
g
e
A
5
1
Managing Our Brand
What Is a Brand?
4
What Is Our Brand?
4
The Brand Vision
5
Our Brand Vision
6
Explaining Our Brand Vision
7
How We Express Ourselves
8
Managing Our Messages
9
Managing Our Brand as a Source of Light
10
Across All Points of Contact
12
What Does This Mean for You?
13
Why Build Our Brand?
Consumer vs. Business Services Brands
16
Tangible Benefits
17
A Model for Brand-Building
18
What Our Brand Means
What We Stand For
22
Marking the Difference
23
The Brand in Action: Wh