The Brand-Formation of Korn/Ferry

The Brand-Formation of Korn/Ferry

While it’s true that great brands endure the tests of time, they do so through periodic transformation to reflect new realities, broadened visions, and adaptation to changing environments. After four-and-a-half decades, the time has come for Korn/Ferry International to undergo a “Brand-Formation”—evolving our identity with a positioning and a look and feel that is as powerful, dynamic, and contemporary as the diversified Firm that exists today.

Since our founding in 1969, Korn/Ferry has undergone tremendous change—and dramatically so more recently. We have evolved into a $1 billion, publicly traded talent-management company that spans the globe.

Our growth in recent years has come from recognizing opportunities to extend Korn/Ferry’s reach as we help clients address a wide array of talent and leadership needs. We have undertaken a series of acquisitions and integration of operations, as we changed from a mono-line executive search firm to a diversified provider of human capital solutions. Our brand today represents an opportunity for our clients to not only attract the best people in their industry, but also to develop, retain and engage these men and women to empower talent as a competitive advantage. Our value proposition has expanded—and the world has taken notice.

Ours is also a rich legacy, grounded in the pioneering spirit of our founders, Lester Korn and Richard Ferry, who boldly changed the ground rules of executive recruitment. They had the vision and courage to challenge the old guard, East Coast firms with long pedigrees, as they established executive recruitment services that were, and remain, truly client-centric. Our Firm’s heritage of innovation, using science and intellectual property to complement the art of talent and the ability to see what others cannot is at the heart of our Brand-Formation.

Now, the time has come to communicate our business strategy through a cohesive brand platform that reflects the uniqueness of Korn Ferry. We have done our global research, with invaluable input from stakeholders who live, impact, and interact with the brand—including our clients, candidates and colleagues. Through this multi-faceted process, we are building energy and engagement as we now take Korn Ferry and the value we provide to our clients to new heights.

Over the coming weeks, we’d like to take you behind the scenes to share this brand journey, with an in-depth look at the creative process. Together, we’ll review our history to gain a deeper appreciation of where we’ve come from and where we’re headed. And, we’ll show you works-in-progress as our value proposition, brand platform, and the expression of our identity come to life. The final result is sure to be something of which we can all be proud.

We hope you enjoy the Brand-Formation of Korn Ferry.

Kind Regards,

Mike Distefano
Chief Marketing Officer

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