The impact of rebranding

In many ways, rebranding a 100 + year old legacy corporation through the lens of equity and inclusion put Booz Allen Hamilton (BAH) ahead of its time. For a company that originated the ‘management consulting’ model largely for federal government and defense contracting services, there had to be compelling reasons to disrupt the traditions that had made this firm operate successfully for more than a millennium. Who wants to change something that’s worked for so long?

The Agile Brand Guide
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