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January 28, 2023

Let’s Speculate About: Grant Thornton’s ‘Major Brand Repositioning’

As we mentioned this morning, Accounting Today reported – in an exclusive with Stephen Chipman! – that Grant Thornton is “planning a major marketing campaign later in the year to reposition the Chicago-based firm around the world.” Having had the luxury of watching a rival firm go through the process, we can’t help but think that GT won’t make as bold of a change but we’d love to be wrong about that.


Chipman told AT that GT wasn’t trying to jam into the Bigs saying, “We made it clear that we’re not building a firm to audit GE. Let’s get clear about the verticals and the skills.” So if you take SC at his word what exactly will this major brand repositioning involve? Some initial thoughts:

1. Underpants Gnome Accounting will become a specialty advisory service.

2. Poaching a certain golfer from a competitor.

3. Opting for pastel pinks and blues in a new logo to provide an “alternative.”

4. Four words: Gary Busey, Tax Partner.

5. Your ideas.

As we mentioned this morning, Accounting Today reported – in an exclusive with Stephen Chipman! – that Grant Thornton is “planning a major marketing campaign later in the year to reposition the Chicago-based firm around the world.” Having had the luxury of watching a rival firm go through the process, we can’t help but think that GT won’t make as bold of a change but we’d love to be wrong about that.


Chipman told AT that GT wasn’t trying to jam into the Bigs saying, “We made it clear that we’re not building a firm to audit GE. Let’s get clear about the verticals and the skills.” So if you take SC at his word what exactly will this major brand repositioning involve? Some initial thoughts:

1. Underpants Gnome Accounting will become a specialty advisory service.

2. Poaching a certain golfer from a competitor.

3. Opting for pastel pinks and blues in a new logo to provide an “alternative.”

4. Four words: Gary Busey, Tax Partner.

5. Your ideas.

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