Positioning a Global Brand
Professional accountancy accreditation
"For an organisation that is over 120 years old and that operates in over 180 countries, refreshing our brand has been no small undertaking. To help us navigate the delicate balance of building on the brand strength and equity we have whilst ensuring we not only remain relevant but lead the way into the future we brought Matt in to support us. Matt’s skills and expertise meant he was able to guide us through a process that enabled us to clearly articulate what our brand stands for, what our unique difference is and how that could translate into a refreshed brand identity. Matt was able to achieve this by really investing time to understand our organisation, culture and values – working collaboratively and passionately he enabled us to really challenge ourselves and create something that resonated and felt authentic but also different and cutting edge. Matt’s clear and expert approach meant that he instilled confidence across the leadership in the direction we were taking, and his role extended beyond the initial scope of developing our strategy into supporting on delivery and culture too."
Lindsay Degouve De Nuncques
Brand & Marketing Director
“Matt is an absolute joy to work with, he radiates energy and warmth and his enthusiasm for what he does is infectious. He has a unique talent for influencing change and guiding teams and organisations towards embracing a common vision. The speed at which he gets things done is remarkable. Not only is Matt highly responsive, but he manages to simplify complex issues, communicate them succinctly to stakeholders, provide fast, meaningful solutions and influence change. He is a rare breed of thought leader who not only offers insightful guidance but also actively engages in hands-on work to achieve results. Matt boasts an extensive knowledge and experience in brand and culture strategy, and he generously shares his expertise with others through his podcast, mastermind group, and various content platforms. I would recommend Matt without any hesitation as an exceptionally effective and inspiring brand strategist. I am confident he would make a significant contribution to any organisation aiming to realise its brand potential.”
Lynn Robertson
Design Director
“I recommend Matt Davies if you're looking for someone who can cut through complexity, energise your team, and deliver brand strategy with impact.
I recently had the pleasure of working with Matt on our EVP (Employee Value Proposition) project, where he brought an incredible level of energy, passion, and strategic clarity to the table.
Matt uncovered the insights that mattered most and did so in a fun and engaging way. I really appreciated his ability to distil the noise into a clear, compelling narrative that captured our culture and who we are.”
Perie Cordner
Head of Talent, Development & Performance
The Outcome
The positioning strategy is now the backbone of a refreshed brand identity and EVP, giving ACCA a clearer, more confident story for members, employees, and the market.
The Approach
Over 12 months I worked closely with the ACCA senior marketing and brand teams as well as their C-Suite and stakeholders from across the business to uncover what truly set ACCA apart and how that aligned with their commercial strategy. Together, we shaped a clear brand positioning and then I helped advise on how it influenced a new visual identity, messaging, and even employer brand. I was personally involved in helping to present the strategy to the wider company and then developing an EVP to attract top talent.
The Challenge
ACCA, the global body for professional accountants, needed sharper positioning to support their commercial strategy.
Their leadership wanted a story that would work externally in the market, while also giving clarity internally.
