If your accounting firm is a buttoned-down ultra-conservative firm doing traditional compliance services, it’s pretty darned near impossible for it to change overnight into a place of business with a hip culture, a diverse staff and a host of services well beyond A&A and tax. Or vice versa. Brands–and companies–can only transform so much in a given period of time. Take the restaurant chain Hooters, for example. The place is what it is—mediocre food served by buxom waitresses–and so much orange in there that you feel like you’re in a Home Depot. Apparently, the new management regime at Hooters is attempting to re-invent the brand…and I’m extremely skeptical.

What Hooters is attempting:
• Improving the menu
• Still catering to men, i.e., keeping the uniforms, but also trying to appeal to women
• Bringing more light into the stores, yet keeping a “night scene”

In short, they want to get to the point where more families will patronize the restaurants and business people won’t feel embarrassed about putting Hooters on their expense reports. Yeh, good luck with that.

There’s a lesson here for accounting firms: don’t try to be something that you’re not.

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