The Big Four’s dominance of the upper end of the audit market could be under threat. Growing calls for regulatory reform beyond mandatory rotation, plus signs of changing attitudes among audit committees, suggest a shake-up is coming. This is the moment for other firms to make sure their brands support their ambitions.

Full disclosure: we have worked on brand communications for EY for nearly 10 years. Some of our team used to work in this industry too. So we have seen up close the professionalisation of professional services branding.