Some have suggested that Big Four firms are all the same (well, actually, that was TS).
But better evidence than this does not often emerge, until KPMG's annual report came out today.
Featuring a glamorous looking lady, the strapline is 'Better, it's a state of mind.'
Hmm. Familiar, TS thought. Now where did we hear that before? Oh, yes, was it...E&Y?
The cover of E&Y's 2002 annual report carried the strapline 'It's a state of mind'.
The Big Four - not so much competing firms as one state of mind, we might say. And if none of the rest of them have used the line we'll be very surprised.