The New Guide to Identity: How to Create and Sustain Change Through Managing IdentityIt is, of course, commonplace for corporations to operate sophisticated identity programmes. But identity has now moved way beyond the commercial area. We live in a world in which cities, charities, universities, clubs - in fact any activity that involves more than two or three people - all seem to have identities too. However, very few of these organizations have released the full potential that effective management of identity can achieve. In this book, the world's leading authority on corporate identity shows how managing identity can create and sustain behavioural change in an organization as well as achieving the more traditional outcome of influencing its external audiences. The New Guide to Identity provides a simple clear guide to identity, including what it is and how it can be used to full effect. If a change of identity is required, the whole process is described from start-up (including investigation and analysis of the current identity), through developing the new identity structure, to implementation and launch. For anyone responsible for the identity of an organization, or for designing it for someone else, or attempting to achieve change in their organization, or studying the subject, this straightforward guide is essential reading. |
Contents
Section Three | 18 |
Section Eight Control cost and timing | 68 |
Appendix A The Basic Elements | 82 |
Copyright | |
Other editions - View all
The New Guide to Identity: How to Create and Sustain Change Through Managing ... Wolff Olins No preview available - 2017 |
Common terms and phrases
appropriate audit banks behaviour pattern behavioural change Benetton BLOGGO BLOGGO Brent Spar central idea central idea/vision Chairman or Chief clear coherent communication competition competitors complex corporate branding corporate personality corporate resource costs create and sustain customers Design Council desk research disciplines Dominic Davies emerge employees endorsed environments example external audiences financial services global globalisation guide to identity human resources identity activity identity consultants identity management identity resource identity structure identity system implementation increasingly information systems internal and external internal launch interview programme involved issues Johnnie Walker management resource manifestations manual market place Marks & Spencer merger monolithic identity name and visual Nestlé normally operate organisation's perceived Photograph courtesy privatisations products and services Repsol SCOTCH WHISKY Section Shell significant Sir Norman Foster sometimes strategic subsidiaries suppliers symbol telecoms tion United Distillers Vauxhall Virgin Virgin Cola vision visual identity visual style WCIB Wolff Olins