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People-led digital transformation: Future-proofing a legacy brand with purpose

Author

Listed:
  • Lapierre, J.C.

    (U.S. Chief Communications Officer, USA)

Abstract

After deciding to invest significantly in digital upskilling, PricewaterhouseCoopers (PwC) used integrated communications strategies to achieve a digital-led brand transformation centred on employee empowerment. As a result, the firm was able to bring high-value digital products and a mindset for innovation into the market at a critical time, while positioning this legacy brand to secure its future in a new era driven by trust and technology. Here is a look at how PwC in the USA approached its digital transformation with a ‘people first’ mindset.

Suggested Citation

  • Lapierre, J.C., 2022. "People-led digital transformation: Future-proofing a legacy brand with purpose," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(3), pages 203-213, January.
    • Handle: RePEc:aza:jbs000:y:2022:v:10:i:3:p:203-213
    as

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    More about this item

    Keywords

    digital transformation; communications strategy; trust; brand purpose; technology; digital skills;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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