A special heritage

Not many organisations have the stature and heritage of The Institute of Chartered Accountants in England and Wales. Established in 1880 by Royal Charter many of the founding fathers of the ‘Big Four’ accountancy firms were early ICAEW presidents - names such as Cooper, Whinney, Deloitte and Peat among them. But 125 years later, even with more than 136,000 members working around the world, globalisation and competition for share of voice and market were having as strong an effect on professional bodies as the rest of the business world.

Searching for its place in a changing world

So ICAEW’s challenge was to reposition an established but still traditional UK based accountancy body, and its members, to be highly relevant and influential in the global business world. And do this while maintaining cohesion among a diverse membership and wide range of stakeholders. Consultation was key to Dragon Rouge’s approach - with employees, members and commentators internationally, intensive work with the executives, and open and active participation sessions with the 100-strong member Council. From all this work emerged the core, unifying idea that ICAEW, and its members, were vital to enabling people to do business with confidence. Coupled with a new modern presentation and a development plan based around knowledge and skills, international leadership and sustainable business, ICAEW now had the foundation for becoming the world leader in accountancy and finance.

Results that count

The brand revitalisation has had a clear, measurable impact on confidence, reputation and growth. Brand perception has increased year-on-year across all key audiences; leading to an increase in influence on professional policy development and active participation with UK and international governments. Membership numbers have grown, as has commercial income. And ICAEW’s achievements have been recognised by the award of Superbrand status for three years running.