Booz & Co. Begins Its Branding Campaign

By Zachary A. Goldfarb

The commercial division of Booz Allen Hamilton is kicking off a branding campaign as the McLean consulting giant prepares to split up.

Carlyle Group
, the District private-equity firm, is buying a majority stake in Booz Allen's much larger government unit.

Booz & Co., the new name of the commercial firm, has launched a Web site. Booz Allen's Web site remains here.

And it's started an advertising campaign, including this ad that appeared in The Economist:

At Booz & Company we work closely with our clients to create and deliver essential advantage in any situation. We bring unique foresight and knowledge, deep functional expertise, and a practical approach to building capabilities and delivering real impact.

This philosophy has been at the heart of our company since its formation in 1914. It's lived every day by more than 3,300 Booz & Company people across 57 offices in over 30 countries. And it's more relevant today than ever before.

From May 2008 we are separating our operations from the U.S. government consulting business, which will continue as Booz Allen Hamilton.

Booz & Company - a new name for the founders of the management consulting profession.

It's crucial for Booz & Co. to solidify its brand over the next few months as the separation is completed. While the roots of Booz Allen Hamilton are in management consulting, it's the government services firm that has received most of the attention in recent years, especially as business boomed after Sept. 11, 2001.

The commercial division has maintained a strong reputation--especially abroad--but it's faced increasing competition from players such as McKinsey & Co. and Boston Consulting Group.

We've previously written about the plans for the commercial division and the internal issues that drove the separation.

By Zachary Goldfarb  |  June 24, 2008; 2:08 PM ET  | Category:  Government & Professional Services
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