Building the KPMG

Difference

For internal use only

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Our clients tell us complexity is their greatest challenge

A tougher economic climate, increased regulatory intervention and increased competition, challenge clients to become more flexible and responsive. How they respond and compete defines their performance, success and reputation.

Our clients look to KPMG firms for help in navigating through this complex world. They expect to work with the best people. They define these people as people they trust, experts with a global-local perspective, and professionals who can cut through complexity to deliver insights and practical solutions. These qualities form the foundation for long-lasting trusted relationships.

Our clients tell us that if we consistently deliver in every market on these aspects, we will build and sustain our reputation as the best firm to work with.

HEALTHCARE

OUTSOURCE

DEFLATIONE

CROSS-BORDER SUPPLY-CHAINS

INNOVATION • DEMOGRAPHICS • BRIC ECONOMIES

GOVERNMENT DEBT • CONSUMER SPENDING

CORPORATE GOVERNANCE • G20 • RE

REPUTATIONAL RISK

RADICAL TRANSPARENCY

SKILLSGLOBAL TAX

REGULATION PROLIFERATING

COUNTERPARTY RISKTHE GLOBAL MARKET PLACE

SECURITY OF SUPPLY

COMPETITION INTENSIFYING

CAPITAL FLOWS • COMMODITIES

CLIMATE CHANGE

BASEL III

ONG•CHINA•INVESGYRE

CAPITALISM 2.0

EMERGING MARKETS

FINANCIAL REFORM

INDIA• CSR

COMPLEXITY ACCELERATING

DELEVERAGING • RESEARCH AND DEVELOPMENT

POLITICAL INSTABILITY • EUROZONE

TECHNOLOGY

INCREASING SCRUTINY

SHAREHOLDER ACTIVISM • IFRS

CURRENCY VOLATILITY

SUSTAINABLE ENERGY

SARBOX • US RECOVERY

THE COST BOOMERANG • INFLATION • ECONOMICS

OFFSHORE / ONSHORE • TAX RATES IN MOTION • DOUBLE DIP

SECURITY OF SUPPLY • AUSTERITY BUDGETS • CULTURAL

THE PENSION GAP • INFRASTRUCTURE • FRONTIER

STAKEHOLDER MANAGEMENT • HTML 5 • ON/OFF BALANCE SHEET

DEBT OVERHANG • DOLLAR/YUAN • OIL PRICE • CREDIT RATING DOWNG

SOCIAL NETWORKS • REMUNERATION • HIGHSPEED RAIL • EMPLOYMENT LEGISL

DECENTRALISATION • CONVERGENCE OF STANDARDS

FAIR VALUE • REVENUE RECOGNITION • GLOBAL TILT

FCPA • PUBLICvPRIVATE • INTELLECTUAL

© 2010 K

PMG

International Cooperative (“K

PMG

International”). KPM

G International provides no client services and is a S

wiss entity w

ith which the independent m

ember

firms of the K

PMG

network are affiliated. The K

PMG

name, logo and “cutting through com

plexity” are registered trademarks or tradem

arks of KPM

G International.

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Our brand, our reputation, our differentiation

‘Why KPMG?’ Our new brand proposition

Our brand is our reputation and a leading reputation is fundamental to our ongoing success. Our people want us to build a world-class brand that will make us truly distinctive; a brand that is bold, that inspires us, and helps us answer ‘Why KPMG?’

Our refreshed brand captures who we are and what we stand for. It is driven by our clients, our people and supports our strategy. It builds on our strengths and will keep us relevant now and in the future.

As we embark on this exciting new journey, our brand will be a critical enabler of our strategic growth, our differentiation and our recruitment and retention of the best talent.

This is about all of us, every one of our people, living our brand in everything we plan, say and do. Together we are on a journey to be truly distinctive and build a consistently clear understanding of ‘Why KPMG?’

As a result of in-depth external and internal research we have developed a clear and compelling brand proposition:

Our high performing people mobilize around our clients, using our expertise and insight to cut through complexity and deliver informed perspectives and clear solutions that our clients and stakeholders value.

Our client focus, our commitment to excellence, our global mindset and consistent delivery build trusted relationships, which are at the core of our business and reputation.

This is encapsulated by the core idea that gives us a competitive advantage:

High performing people cutting through complexity

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Our brand attributes

Expert Global Mindset Forward Thinking Value Adding Passionate

This unique combination of brand attributes reflects the skills and behaviors which underpin our brand proposition, representing what KPMG people do to cut through complexity. They are how we want our people to be described in the market by our clients and stakeholders.

Our clients have emphasized their need for people who are specialists and the best at what they do. People with deep market knowledge and expertise to help them solve the most complex of issues. Clients value our global network, scale and reach and expect to benefit from our access to insights and thought leadership around the world, enabling them to see the bigger picture. Understanding trends, anticipating change and identifying the potential impact for our clients is critical in enabling their commercial success now and in the future. All of this, together with a passion for excellence, sets KPMG people apart.

It is key that our people demonstrate the skills and behaviors to support our brand proposition and attributes. Plans to develop these capabilities are well underway as part of a wider integrated change program to deliver our new global strategy.

Our brand attributes have been informed by clients’ feedback. They are based on clients’ expectations of all of us; who we are, what we do and how we do it.

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Our new tagline Our new brand expression

Our new tagline, cutting through complexity™, captures the essence of our brand. It acts as a promise to our clients and stakeholders. It is memorable and distinctive in the market.

The new tagline emphasizes our core deliverable and is the business philosophy that, together with our values, drives what we stand for.

To bring our brand to life we have a refreshed visual identity and tone of voice which reinforces the essence of our brand. It builds on our current brand equity and the strong ownership we have of the color blue, while placing greater emphasis on the warmth of our wider color palette.

Our new graphic shape is a distinctive device for our communications, creating a sense of purpose, dynamism and clarity. The sharp angle of the graphic shape acts as a metaphor for cutting through complexity™.

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We don’tadvise peoplewe don’t know

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kpmg.com

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Our values

Our values define who we are and what we stand for and help create a sense of shared identity. They are our fundamental core beliefs which drive our behaviors.

Our values were established in 2003 and have not been changed. Our research has reinforced their continued relevance today and for the future.

A reminder of our values is set out below:

We lead by example

We work together

We respect the individual

We seek the facts and provide insight

We are open and honest in our communication

We are committed to our communities

Above all, we act with integrity

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Our brand, our reputation – it’s about all of us... every one of our people living the brand in everything we plan, say and do...

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...and this is just the beginning...

We have a distinctive new brand proposition, driven by the complex world we live in. Cutting through complexity™

sends a clear message to clients and stakeholders that we understand their needs and can deliver valuable solutions that create rewarding relationships.

The combination of our new brand proposition, underpinned by our new brand attributes, our new tagline and a refreshed brand identity provides a clear and compelling response to the question ‘Why KPMG?’

It’s the power of alignment between what we plan, say and do that makes the difference. And together, with the power of all of our people living the brand, we will be truly distinctive and realize our vision – to build and sustain our reputation as the best firm to work with by ensuring that our people, our clients, and our communities achieve their full potential.

To find out more...If you would like to find out more about our brand a dedicated Brand Advice Centre can be contacted at: GO-FM Brand Advice Centre.

For queries and assistance please contact Ryan Dunshea in Global Marketing at: +1 416 777 8175 or rmdunshea@kpmg.ca

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm vis-à-vis third parties, nor does KPMG International have any such authority to obligate or bind any member firm.

The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International.

Production number: 314488Publication date: September 2010Printed on recycled material.