Abstract
Arthur Andersen is a multidisciplinary global professional services firm with nearly 80,000 employees in 84 countries. On January 24, 2000 the company announced a new strategic business focus that would enable it to capture better the growth potential afforded by the new economy. Along with a new strategy, Arthur Andersen also unveiled a drastically different visual identity and brand positioning, as well as a new brand architecture, representative of the firm's new vision to become ‘the partner for success in the new economy’. Examined here are some of the factors that impelled the firm to make these changes.
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