By Minda Smiley

Accounting firm Grant Thornton recently embarked on a mission to become a challenger brand that’s strong enough to give the Big Four a run for their money.

Speaking at the ANA‘s Business Marketing Association’s Masters of B2B Marketing conference, Grant Thornton’s chief marketing officer John Harmeling explained how the company has transformed itself in recent years to focus more on what makes it stand out from big-name competitors rather than how it compares to them.

During his presentation, Harmeling said the Big Four – which include PwC, EY, Deloitte and KPMG – claim 88% market share in the category, Read full story ›

Source: The Drum