When management consulting company McKinsey says they’re global, they really are – both in their reach and their approach. Founded in Chicago in 1926, McKinsey has grown to have offices in 65 countries and prides themselves in having a truly international mindset.
That means pulling perspectives and insights from all over the world and sharing them throughout the entire company. This way, they ensure they’re aligned across the business and can give clients fully informed advice.
The Brand Story Canvas
|Context||With the business world becoming ever more fast-paced and global, the risks individual companies face are on the rise as well. McKinsey realised early on that companies lack the time and consolidated knowledge to look beyond the present moment at how they stand up to their competitors. That makes it difficult for them to implement changes in their organisations that could help them gain ground in this increasingly risky world.|
|Trigger||The inability of companies to process their own shortcomings. Armed with this knowledge, McKinsey found their niche and positioned themselves as a trustworthy professional and an experienced outside perspective on how companies run their organisations.|
|Hero||An intelligent business-savvy advisor with an international and human perspective. McKinsey puts great emphasis not only on their global reach, but on the individuals who enable it. Creating human connections, both within their organisation and with their clients, is important for earning trust and getting a complete picture.|
|Ideal||To have companies be successfully structured from the get-go. In an ideal world, businesses would already be organised to achieve the greatest measure of success. As things stand, McKinsey is here to level the playing field and make sure everyone puts their best foot forward.|
|Plot||McKinsey’s approach is essentially three- fold. Analyse the environment and context of a business, boost their client so they’re at the top of their game, and then teach them how to navigate the fast-paced digital world without them.|
|Themes||As they are active in many different industries, it is sometimes hard to distinguish between McKinsey’s brand messages and themes. That makes the company somewhat of an unusual case, as it needs to project its authority on almost every trending subject to maintain its image. That being said, the company still communicates on less commercial topics such as career management, work-life balance and social work.|
|Resources||McKinsey’s main resource is its people. From consultants to scientists, industry experts to lobbyists and political figures, the McKinsey staff is a massive pool of talent and connections. Even outgoing consultants are encouraged to join their alumni network, which helps with finding new jobs while maintaining good relations with the firm.|
Other elements, such as their impressive client list, track record, and publications, should not be disregarded.