What is BCG's brand/identity?

I get that McK is the biggest and most prestigious, Bain has the close-knit culture and is very strong in PE.

However, for BCG I always get the impression they are great but not quite McK, across most aspects.

likefunny
Posting as :
works at
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BCG has great wlb marketing

likefunny

I think of BCG as the nerdy intellectuals. M thinks they’re god’s gift and Bain is a frat

like

BCG is the company Harvard grads end up at when they can’t land Deloitte

funnylike

All I know is John Legend worked for you guys.

funny

Seems like an accurate representation to me 🙃

like

Think of BCG as the cool kids table at lunch. Mck as the jocks, and Bain as the dope Hipsters and key club people.

likefunny

😂 truuuuuuu

Isn’t BCG specialized in “imagination”? Artificial imagination, bionic organization, human disruption etc. I worked at McKinsey for many years and know McKinsey is not capable of these. https://www.bcg.com/featured-insights/imagination-machine

funny

Thank you BCG1, that provides an interesting insight!

I believe all three firms are great places to be, but BCG has been somewhat of an enigma to me thus far.

Yeah, BCG are the nerds for sure. (I say this with great love, as a nerd who almost chose BCG.)

like

Vainies
Brainies
Bainies

According to the FT

funny

BCG is trying to be an expensive Accenture. Change my mind.

like

So it's DMBBA now?

Family?

Dom?

funny

Big Chocolate Game is their internal branding

Bcg nerds
Mck intense hardos
Bain fratty bros

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