The accounting profession is at a crossroads. With AI automating compliance tasks and clients increasingly saying “good enough,” accountants can no longer rely on accuracy alone to define their value. At REFRAME, thought leaders Hector and Carlos Garcia explore what it really means to rebrand accounting, drawing inspiration from Chris Do - A well known thought leader in the Personal Branding space. This is not about logos or marketing. It is about meaning, story, and identity.

Rebranding means shifting the perception of accountants from conservative, compliance-driven “historians of numbers” to creative, forward-looking advisors who help shape the future. It requires moving services from commodity to story, embracing personal branding as a force multiplier, and leaning into authenticity and differentiation. These are the quirks, vulnerabilities, and unique perspectives that make you memorable. Most importantly, it means transcending technology by focusing on what AI cannot replicate. Judgment, creativity, and transformational outcomes.

This session distills the most important lessons from REFRAME and equips you with practical ways to reshape both your personal brand and your firm’s reputation. You will be seen not as “just an accountant,” but as an indispensable partner in growth and innovation.