People-led digital transformation: Future-proofing a legacy brand with purpose

J.C. Lapierre
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J.C. Lapierre: U.S. Chief Communications Officer, USA

Journal of Brand Strategy, 2022, vol. 10, issue 3, 203-213

Abstract: After deciding to invest significantly in digital upskilling, PricewaterhouseCoopers (PwC) used integrated communications strategies to achieve a digital-led brand transformation centred on employee empowerment. As a result, the firm was able to bring high-value digital products and a mindset for innovation into the market at a critical time, while positioning this legacy brand to secure its future in a new era driven by trust and technology. Here is a look at how PwC in the USA approached its digital transformation with a ‘people first’ mindset.

Keywords: digital transformation; communications strategy; trust; brand purpose; technology; digital skills (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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