KPMG

KPMG is globally one of ‘The Big Four’ – the four major accounting firms. However, in Denmark, KPMG has previously lagged behind the other three, and therefore, the company has worked intensively to catch up with them, which has made KPMG the fastest-growing company in the auditing and consulting industry in recent years. Based on the company’s growth and continued goal of definitively catching up with competitors, KPMG reached out to Substantia for help with positioning and subsequent activation of the position in the Danish market.

The development of a new positioning involved a targeted development process that included a competitor analysis, interview process with key employees across KPMG’s areas of expertise, value propositions for KPMG across the business, as well as the development of KPMG’s new positioning across different parameters. Through working meetings and workshops, the strategy was internally anchored.

The final product consists of a presentation and a visual summary (infographic). KPMG’s new positioning aims to contribute to the company’s efforts to strengthen its presence in the Danish market and also to enhance KPMG’s reputation among key stakeholders.