“People That Know, Know BDO.” Thanks to the rhyme, it’s an easy line to say and recall. That doesn’t mean it’s a good line. A good line would tell us more about the “people that know,” and we’d know what BDO is and does, as well.
Because acronyms are practically unknowable, a business that uses them must work extra hard to make the letters stick and make sense. There’s only one IBM. Even HP spells out Hewlett-Packard.
I can’t say what BDO stands for—the global advisory firm’s website does not say. And the commercials do not say.
When you follow the spot below to the end and you read what’s in the lower right area of the screen, you learn that BDO is a company of “Accountants & Advisors”. Before that, you hear that BDO is ready to “define and create the best of what’s next.”
The monotone voice-over doesn’t help convince me that this group of accountants and advisors is going to define and create the best of what’s next. How about you? What has BDO convinced you of, thus far?
Explainer Spots from BDO, A Bit Better
Let’s take a look at two pre-pandemic commercials from the same firm.
The spot above is specific. BDO can help manage your supply chain.
This seems like it ought to be the thing to lead with, considering how damaged our supply chains are at the moment.
Here’s another pre-pandemic spot from BDO that explains the role of the company in another company’s life.
Data-led innovation. Is it a buzz phrase or a business imperative?
Even with copy that does not sing, BDO showcases how it helped a mustard maker analyze marketplace trends. That’s valuable, and the kind of thing other business buyers may need.
Are Better Commercials “What’s Next?”
It appears after watching three commercials that BDO is a company that helps other companies figure hard things out.
I believe the analysts and accountants at BDO may, in fact, be ready for what’s next, although I don’t believe they will define it. I would be more apt to believe if the brand’s communications were also of the future, edgy, and provocative but they’re not and it’s exactly this kind of disconnect that a brand builder works hard to prevent.
This Article Could Have Been About KPMG
What’s KPMG? Don’t Google it. See if the commercial answers the question.
Did you know that employees crave a digital experience? I did not know that.
I also did not know that a hybrid multi-cloud strategy would hook me up in such a big way. A what? A hybrid multi-cloud strategy. Is that what KPMG provides? Apparently.