This text redefines corporate identity. It offers an insight into the creation, management and measurement of identity - and into why the right identity can transform your organization. With the help of tests and illustrations, Mark Rowden challenges readers to jettison ineffectual compromises and half-baked solutions in order to achieve the identity that really gives an advantage. He focuses on "correct" thinking through the application of design, and presents several management tools which should enable managers to define the fundamental qualities of their organization, to translate them into visual media, and to judge how well a new identity communicates them.
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Rowden creates the justification for every branding decision you have ever made or will ever make. --Marketing (the magazine)
'"Style is only an embellishment," says Rowden. His book concentrates on defining the intangibles that make up a company's character. Food for thought for those who think a one word noun in lower case will do the job.' --Creative Review
'Why the right identity can transform an organisation.' --Design Week
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