Identity

Preface; Emotions: Managing illusion, deep image or deeply meaningless? Instincts and emotions. Jargon: The 'B' word - perfect fusion. Integration: One third identity - exploring your strategy, A necessary diversion - three key averages, Winning averages. Objectives: How to move ahead - into the unknown, Realising your true aims, The opportunities of change. Leadership: Above the parapet - uncomfortable is good, Who is leading? - from brief to belief, Mission before admission. Differential: Prioritising your true values - first know yourself, Show, tell or do with care, Negotiating a unique position. Show tell do: Beyond shallow - critical priorities (1, 2, 3), Junctions of jeopardy - effectiveness, Identity drivers - purposeful disruption. Intangibles: Make it real - mindful valuations. Firmwords: Foundations - measurements - design certainty, Deciding on your firmwords, Justify or delete - using firmwords, Std scoring - examining fake intangibles. Reality: Firmwords in action. Style: Setting the right tone - building character, Upping the passion - culture, Lost in Translation - domination, dress sense, Voice - pitch - colour - gender games. Consistency: Identifiable mass - inconsistencies, Consistency within market area, Consistency within an organisation, individuality. Presence: A sense of mystery, The shape you're in - size of access, Defend your own space. Time: Nothing stands still - brand time - fashion, Knowing what others don't. Names: Call me what you like - the problem with names. Status: The importance of structure - the mono-identity, The multi-identity - choose and maintain. Logos: The magic of the correct logo, Are you sure you need a logo?, Endorsement by logo, Choose the right logo variation, The logotype - the symbol - the combined logo, The integral logo - the virtual logo, Relationships - parent and child - qualifications. Arrivals: Departing to arrive - guidance - revisiting, Finally. Index.