In B2B organisations, "one brand voice" often sounds straightforward. In practice, it is far more complex - especially in firms where reputation is carried by people, expertise and relationships.
This week, Benedict speaks to Paola Garbini, Head of Marketing Europe at Oliver Wyman, about the realities of building brand coherence inside a global consulting business. As Oliver Wyman strengthens its alignment within the wider Marsh ecosystem, Paola explains how the firm is navigating the balance between consistency and independence.
Rather than enforcing rigid brand rules, the discussion explores a more pragmatic idea - convergence instead of consensus. The episode looks at how organisations can create shared direction without suppressing the individuality that makes professional services valuable to clients.
Along the way, Paola reflects on the role of personal brands in consulting firms, why marketing needs to move upstream in business conversations, and how teams can measure the commercial impact of brand work more effectively.
This is a grounded conversation about brand as an organisational capability - not just a communications exercise.
Why "one brand voice" is harder in professional services
The logic behind Oliver Wyman’s expanded brand model
Why independence still matters inside a larger brand ecosystem
Convergence vs consensus in brand transformation
Balancing consistency with individuality in consulting firms
The role of personal brands in professional services
Measuring marketing impact and return on marketing investment
Why marketing needs to be involved earlier in business strategy
B2B Marketing: The Provocative Truth is a podcast by alan. agency. MD Benedict Buckland speaks to CMOs and marketing leaders to uncover the most uncomfortable truths in the world of B2B.
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