This study aims to show 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 work provides a 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 guide should be useful reading.
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4 of 5 people found the following review helpful:
4.0 out of 5 stars
An indispensable tool for change management,
By wing-sze TAI (Marketing Department of City University of Hong Kong) - See all my reviews
This review is from: The New Guide to Identity: Wolff Olins : How to Create and Sustain Change Through Managing Identity (Paperback)
Change is inevitable. An organization cannot avoid facing change, coming mainly from globalization, competition or mergers. What should be done in such a changing world? This book provides a new guide for an organization on how to adjust to a new environment by managing identity.It is good for Olins to first clarify us with the terminology: corporate personality, corporate identity, corporate image, corporate reputation and organizational identity, which people usually get confused. I used to think identity is something about branding. But it is more than that! It is in fact the totality of the way the organization presents itself, formed by product, service, environment, communication and behavior, coming together in various proportions, which can help differentiate it from its competitors. The book also talks about how to start up, create, launch and manage the identity program that can lead the organization to success. This book is very clear, with a great deal of examples quoted form Olins' experience, making it more understandable and interesting. Great! It is worth reading. I have a better understanding of what identity is and the importance of it in the changing environment.
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