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In a matter of weeks, the operational framework for the brand had to be in place – business cards in wallets, pitch books distributed, and office signs installed. The new brand positioning was created, the name agreed upon, and a design identity underway – but the legal procedures and timings were incredibly tight. Just how much risk was the business prepared to take – in acquiring an URL, and a trademark it could protect?
On June 4th, 2002, Protiviti launched its new brand. (They actually acquired the URL three weeks later, after carefully evaluating the risks and implications of ownership and common law usage). A national print and broadcast advertising campaign, PBS sponsorships, and localized marketing activities introduced the brand to its different audiences. |
| Based on the Protiviti name, a unique spelling of words and values – Objectiviti, Integriti, Capabiliti – are used in print communications, such as the company overview brochure. |
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