Mark Ford: Innovating Within a Brand

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Groups of consultants working in Deloitte's Enterprise Risk Management practice saw the opportunity to extend the practice by going into implementation.

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In this segment (download 8 minute iPod compatible, 41MB), Mark Ford, Principal, Deloitte, describes the "bottom-up" process of innovation that led to the creation of Deloitte's Identity and Access Management practice. Ten years ago, when Mark joined Deloitte as a senior consultant, there was no Identity and Access Management Practice. Rather, groups of consultants working in the Enterprise Risk Management practice saw the opportunity to extend the practice by going into implementation.

The fit was natural. Risk assessment is an important first step in determining access management policies so that you do not spend more than it is worth to control access to resources. In their spare time, Mark and his cohort began selling identity and access management work, involving others, and ultimately growing a separate practice area.

In this process, the Deloitte brand was critical. It provided a mark of quality and opened doors with already existing relationships.

(n.b., As used in this article, "Deloitte" means Deloitte & Touche LLP, a subsidiary of Deloitte LLP. Deloitte's site (www.deloitte.com/us/about) outlines the legal structure of Deloitte LLP and its subsidiaries.)

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1 Comments

Tyresse Ferguson on June 11, 2008 5:06 PM
Hi Mark: After listening to your last four posts of “Identity in Enterprise 2.0”, “Innovating Within A Brand”, “Technology is not Just Tools”, and “Acquisition and Growth”. I found innovating within a brand the most interesting because you touch upon a guerrilla marketing principle; which is creating an identity for the business through branding. This is a step in the right direction for Deloitte to be recognized by its customers’. Also, branding is a way to set your business apart from the competition. The approach that you capitalized on was very crucial and beneficial for Deloitte because it helps bring in more business from existing relationships and probably capitalize on new ones. Also, the branding of Deloitte’s identity and access management has enabled the company to focus more on quality of work. Branding emphasizes the importance of quality that a company has when it comes to servicing the customers. I think that Deloitte is making strides in a positive direction in order to set itself apart from the other accounting firms. Sincerely, Tyresse Ferguson

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