BDO Kendalls is a chartered accounting and business advisory firm; professional services firms are differentiated by whether they are 'first/top tier', 'second tier', or 'third tier'; our firm currently sits between the first and second tiers; by using the word 'FronTier' (by using a capital 'T' we are using a play on words and relating it back to the professional services market) we want to create our own space in the marketplace; because there is a perception of how top tier firms operate we don't want to be seen to be entering into that market space; we would use 'FronTier' as our point of differentiation from these other firms

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