We have a simple, strong and distinctive brand promise at the heart of our firm:
We are committed consultants with adaptive intelligence.
Our brand promise sums up who we are and what we live up to. Think of it as our foundation for fame, for being known and admired by clients old and new and by our current and future colleagues.
When you boil it down, our brand is the thing that brings us together and sets us apart. It’s the essential emotional connection that people buy into – the thing they experience and feel about our firm that they don’t get anywhere else.
We all have our own favorite brands in our personal lives, from Apple to Audi – brands we’re incredibly positive about and loyal to. Imagine if BearingPoint was a similarly powerful brand in the world of business consulting.
“I think we need to be clear that adaptive intelligence doesn’t mean that we are just some sort of snake adapting to a business environment and just being reactive.
My perspective is that we are ready to adapt our offerings in a way that is different from the way we did in the past. The way consulting worked for the last 50 years is that you’re coming to a client as a doctor, you’re listening to the client and then making a diagnosis and based on the diagnosis you’re writing a few recommendations, and hopefully following up and doing the implementation of the recommendations. I think this model will continue maybe to work for 50% of the case but for the other 50%, it will be very different.
As we are entering a new world which is fast moving, most of the new needs are simply not known by our clients.
My perspective is that in the future, instead of going through this very traditional approach, we will showcase some potential usage to clients and if they like it or they think that it makes sense for them, we will elaborate the business case and then develop some sort of co-venture approach that will integrate our vision, some of our assets or some of our intellectual property, some of our methodology, to deliver the business benefits.”
“We work with clients long-term. Obviously the nature of their landscape is going to change. So how we support them day to day into the future could possibly change and probably will.
They rely on us to think forward and to be adaptive and to add value to their business into the future, and they trust us to be able to roll with the punches. The nature of what they do changes very quickly, and we have to be able to think with them about how we can work together to support them for many years to come.
We are always there; we think long-term. Clients trust us to do right by them. They involve us and they ask our opinions. They might have a problem, or an idea of a change they would like to make. They tend to involve us in their thought processes. They'll come up with their idea of what needs to be done, and they will always come to us and ask us, ‘What do you think?’ And maybe we would recommend that they shouldn't do that, especially with respect to our public sector clients.”
“It’s the combination that is extremely good for the client and for us. We show commitment to the client in the way we adapt to their specific needs. We don’t box it in 100% and say this is absolutely the way we need to do things – the best practice way of doing it and the only way. We always consider the client’s very specific needs when we do something. That’s a commitment to each and every client. Of course the intelligence part of it comes in, for example, if we feel the client has the wrong perception or we don’t agree with the client in certain aspects, we show them concrete facts to enable them to see the broader perspective and get a guidance that ensures that they actually make the right decision. Clients, especially in a very fast moving world, are not able to see everything. And the intelligence part, from our side, needs to combat that, so we actually have facts on the table that we can show the client and maybe it changes their viewpoint a bit.
All these aspects need to come to play at the same time. That’s why it’s important that we cannot only be committed without being adaptive, and we cannot only be adaptive without being intelligent. So if you’re adaptive only to what the client says all the time, they actually will walk down the wrong road in certain cases. And if you are only committed and not adaptive, the risk is that you will do something that’s not in the client’s best long-term interests.”
“Adaptivity and intelligence are complementary.
Adaptivity means that you understand the clients’ needs even though they might be evolving or changing and you have to adapt yourself. You have to adapt to the environment. You have to adapt to the client’s specific problems. You have to be aware of the latest trends and innovations in your client industry. You have to learn from other industries. It is not simply about responding to a situation but it is more about constantly evolving and progressing.
Intelligence means you have to think out of the box and you have to be innovative in your own thinking, not just repeat what you did in another project. You have to always adapt to the situation and come up with new ideas and approaches that, of course, must be relevant but also creative.”
“Our brand promise means that we are really close to our clients, that we try to adapt as much as needed when working with them.
We have a long history with most of our clients. It’s a trusted partnership. They see and feel that all of our people are ready to go the extra mile and make things happen. It’s not just delivering a methodology without any heart.
If you look at other consulting companies, some are not ready to adapt – they have their strict way of doing things. We are much more flexible, without losing the purpose and focus. We work jointly with our clients, rather than delivering something in an industrialized way.
I think it starts with the recruiting process. We are looking for talents who are capable of adapting and working our way. And we work with clients who are open to adapting and see it as a key valuable aspect of their business.
So the brand promise links both the kinds of clients and the kinds of people who thrive with us. It shows to the outside world how we are and who we are.”
“First, as far as commitment is concerned, our promise is that our team is drilled to go the extra mile in order to ensure the client’s success – which is clearly our prime goal. We are strongly convinced that the outstanding degree of commitment differentiates us in the marketplace and leads to long-term relationships with our clients.
Second, when it comes to adaptive, there are primarily two aspects. On the one hand, our team is clearly able to quickly adjust our approach to individual client needs whenever required. On the other hand, we have proven several times that we are able to adjust our service portfolio to new developments and requirements in the marketplace. An example for this can be seen in the recent development of eight new Accelerators in the area of operations – amongst others strongly focusing on topics around digital SCM.
Third, intelligent for me means being able to bring in new and fresh ideas to the clients. The question I hear most often from senior executives on the client side is ‘Please tell us what others are doing, how others are dealing with these issues.’ One of the ways we support that is through our Accelerators, such as the Supply Chain Navigator or the Factory Navigator. We have put together the knowledge and we make it accessible to our clients. Helping clients understand and stay ahead – that’s a big part of our promise too.”
“Committed consultants with adaptive intelligence – I found that promise great from the beginning. The people we hire are all intelligent people. Adaptive intelligence is about how you face very many different situations, day-by-day, week-by-week, month-by-month, year-by-year. You listen to the client, you learn things that will create a new intelligence you will need for further success.
For me, adaptive intelligence would be that you’re always available to adapt yourself and your mind to what is important to the client situation, to the industry trends and to the value proposition you need to create. It’s not going in just with a product. It’s being flexible in terms of mind and how you act. If regulations change, for example, we want to be the quickest, a proactive leader – talk to the regulators, maybe even be part of the rules definition.
The commitment in the brand promise is important, too. It can be commitment to the goals that the client has set. It is being more committed to the firm, to the team you are leading, to corporate social responsibility.
There’s a lot that you can put in that sense of adaptive as well as in the commitment, which is a good thing.”
“BearingPoint helped us create our strategy and analyze our business idea – the resulting business plan and operational support was essential in transforming the company and attracting necessary capital. Without BearingPoint’s consumer insights and global reach we could not have done it.”