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BrandingBusiness Rebrands Hitachi Consulting


IRVINE, CA, (Nov. 10, 2014) – Leading B2B brand strategy firm BrandingBusiness has unveiled its work for the newly positioned Hitachi Consulting, a unique management consulting firm.

BrandingBusiness, leveraging intensive qualitative research, created Hitachi Consulting’s “Strategic Pragmatist” positioning to reflect the consulting company’s collaborative approach to partnering with its clients, its work ethic, and its deep vertical expertise in technology, transportation, and defense industries, among others.

The branding firm also re-crafted Hitachi Consulting’s visual brand expression, its brand voice and turbocharged its website. The B2B brand strategy firm, which has worked with Hitachi Consulting since 2012, recently helped the company promote its new identity with brand launch training and special events.

Hitachi Consulting is a global company, serving 130 of the Fortune 500 companies, 25 of The Global 100 companies and more than 500 mid-market leaders in industries as wide-ranging as aerospace and defense, communications, life sciences and transportation.

“The newly positioned Hitachi Consulting shares a spirit of innovation with its corporate parent, while standing distinct as a consulting company that is able to deliver an exceptional consulting experience and measurable business results,” said Stephen Brant, Executive Vice President, Market Development, at Hitachi Consulting. “Finding the right language and voice to clarify our brand position helps distinguish our offering and convey our unique value to clients.”

Ray Baird, founding partner of BrandingBusiness, said it’s important for a company that is part of a larger corporate group to have positioning that is distinct but in synch with the larger enterprise: “The branding work leverages Hitachi Consulting’s ties to its corporate parent and helps it stand apart from the competition.”