McKinsey & Company Tone of Voice — Elite & Strategy

Tagline: "The trusted advisor to the world's leading businesses"

Industry: Consulting

Sector: Services

How McKinsey & Company Communicates

McKinsey talks with quiet, unshakeable authority. "The trusted advisor to the world’s leading businesses" is a confident claim to the top table — elite, strategic, carefully understated. The voice is erudite and composed, selling judgment as the product.

Tone Words

McKinsey & Company's brand voice is defined by the following tone words: Elite, Strategy, Global.

Communication Style

Language Style: Erudite
Sentence Type: Statement
Tense: Present
Expression: Imaginative

McKinsey & Company Brand Story

Founded 1926. Worlds most prestigious management consulting firm. 30,000+ consultants. Alumni include CEOs, politicians. Controversial government work.

Brand Message

Creating lasting impact

Brand Mission

Help organizations create change that matters

Brand Positioning

Core Concept: Strategy consulting elite

Central Tension: Prestige vs. Controversy

About McKinsey & Company

McKinsey & Company (informally McKinsey or McK) is an American multinational strategy and management consulting firm that offers professional services to corporations, governments, and other organizations. Founded in 1926 by James O. McKinsey, McKinsey is the oldest and largest of the "MBB" management consultancies. The firm mainly focuses on the finances and operations of their clients. Under the direction of Marvin Bower, McKinsey expanded into Europe during the 1940s and 1950s. In the 1960s, McKinsey's Fred Gluck—along with Boston Consulting Group's Bruce Henderson, Bill Bain at Bain & Company, and Harvard Business School's Michael Porter—initiated a program designed to transform corporate culture. A 1975 publication by McKinsey's John L. Neuman introduced the business practice of "overhead value analysis" that contributed to a downsizing trend that eliminated many jobs in middle management. McKinsey has been the subject of significant controversy and is the subject of multiple criminal investigations into its business practices. The company has been criticized for its role promoting OxyContin use during the opioid crisis in North America, its work with Enron, and its work for authoritarian...

Frequently Asked Questions About McKinsey & Company

What is McKinsey & Company's tone of voice?

McKinsey & Company uses a elite, strategy, global tone of voice. Their communication is erudite, typically using statement-style sentences in the present tense. Their tagline "The trusted advisor to the world's leading businesses" exemplifies this voice.

How does McKinsey & Company communicate with customers?

Founded 1926. Worlds most prestigious management consulting firm. 30,000+ consultants. Alumni include CEOs, politicians. Controversial government work.

What is McKinsey & Company's brand message?

McKinsey & Company's core message: Creating lasting impact Their mission: Help organizations create change that matters

What is McKinsey & Company's slogan?

McKinsey & Company's slogan is "The trusted advisor to the world's leading businesses". It carries their elite, strategy, global voice.

What is McKinsey & Company's mission?

McKinsey & Company's mission: Help organizations create change that matters

What makes McKinsey & Company's brand voice unique?

McKinsey & Company stands out through their elite, strategy, global communication style. Their central brand tension, "Prestige vs. Controversy", shapes how they communicate across the Services sector.

What language style does McKinsey & Company use?

McKinsey & Company uses erudite language, with imaginative messaging, in statement-style sentences, using the present tense.