In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Antonia Wade, Global Chief Marketing Officer at PwC. Fresh from unveiling a major brand revitalization, Antonia shares insights on how one of the world's leading professional services firms approached the complex challenge of evolving their brand while maintaining the trust and credibility that underpins their business model.

Topics Covered

• The strategic rationale behind PwC's recent brand revitalization and the "catalyst for momentum" positioning.
• How to balance brand evolution with heritage preservation in professional services
• The three-year transformation program encompassing client experience, people experience, and market experience
• Internal change management strategies for gaining buy-in from thousands of partners globally
• The role of thought leadership in professional services, including PwC's "Value in Motion" research
• Building trust through transparency, data-driven decision making, and course correction
• Marketing as a commercial discipline and the importance of understanding business fundamentals
• Strategies for sustaining long-term brand transformation across global markets

Key Conclusions

1. Trust Requires Authenticity in Brand Evolution: Antonia emphasizes that successful rebranding isn't about becoming an entirely different organization, but about signaling broader capabilities while preserving core credibility. As she notes, "Creating that credibility gap is actually bad for brand and bad for business, because we are a business where credibility is actually part of our core value."
2. Marketing Must Be Commercially Grounded: Throughout the conversation, Antonia reinforces that effective B2B marketing requires deep understanding of business fundamentals. Marketing leaders must "speak the language of finance, be able to make business cases, understand how your business makes money, understand the cost of marketing and why."
3. Change Management Requires Hearts and Minds: The three-year transformation program succeeded because it combined rigorous data analysis with emotional engagement. By consulting widely across the organization and giving employees space to "own" the new brand before external launch, PwC created genuine internal buy-in rather than imposed change.
4. Thought Leadership Drives Strategic Conversations: In professional services, thought leadership isn't just about brand awareness—it's about earning permission to have more strategic, upstream conversations with clients. The launch of "Value in Motion" research alongside the rebrand demonstrates how proprietary insights can support both brand positioning and commercial objectives.

For marketing leaders navigating similar transformations, Antonia's approach offers a blueprint for balancing innovation with credibility, ensuring that brand evolution supports rather than undermines the trust that drives B2B relationships.