Dealbreaker RFP

BDO is done messing around. Having watched Grant Thornton fail miserably at trying to get the bean counter universe to embrace “Global 6 Accounting Organization”, the firm, with the help of global CEO Jeremy Newman’s blog, are stepping it up a notch.
According to Newman’s post for today and Accountancy Age, all BDO firms are now operating under the name ‘BDO’ rather than, for example, ‘BDO Seidman’ for the U.S. firm and ‘BDO Stoy Howard’ in the UK.
The reason for the name change, according to the one managing partner:
Continued, after the jump

Simon Michaels, managing partner at BDO, said the move was not just about the “look and feel” of the brand but was aimed at “significantly increasing our market share”. If we present ourselves as a unified global network… then the clients experience the high level of service and that helps to drive the reputation,” he said.

See? It’s working already. A ‘managing partner at BDO’ means this guy could be anywhere. It’s a global firm, in case you’ve forgotten. And ‘increasing our market share’? Dude may not be saying ‘Global 6 Accounting Organization’ but that’s all we’re hearing.
Newman chimes in on his blog:

At the same time we will be updating the ‘look’ of our visual identity – which will hopefully be evident from this website. Nothing too dramatic – but building on the BDO heritage whilst signalling a more modern approach.

Call us unappreciative of the subtle changes for this new ‘look’ but it seems the same to us. Our speculation is that the new ‘BDO’ is striving for continuity amongst all its offices in order to saturate the market to the point that ‘Global 6 Accounting Organization’ bulldozes its way into the vernacular.
Discuss BDO’s strategy or perhaps your thoughts on ‘Global 6’ in general, in the comments.
BDO rebrand creates unified global identity [Accountancy Age]