The New Guide to Identity

The Wolff Olins Business Ltd, is an acknowledged leader in corporate identity and has been responsible for such corporate identity programmes as Prudential and British Telecom.

Contents: Introduction: Identity takes off; Identity and the corporation; Identity consultancies; Identity and the management of change; Updating the Guide; Definitions and guidelines; A few rules. Section One: What It Is: What is identity?; Products/services; Environments; Communications; Behaviour; The dominant factor; The central idea/vision; The symbol. Section Two: Who It’s Aimed At: The internal/external focus; The externally focused identity - corporate branding; The internally focused identity - vision programme; Target audiences. Section Three: Identity Structures: Structures; Monolithic - The single business identity; Endorsed - The multi-business identity; Branded - The brand-based identity; An identity for a subsidiary or a holding. Section Four: Why and When to Introduce It: A climate of change; Globalization; Competition; Mergers, takeovers, alliances and privatizations; The trigger for change; The brief. Section Five: Identity as a Corporate Resource: A corporate resource; The role models. Section Six: Consultants: The need for professional help; Partnerships. Section Seven: Starting Up and Managing the Programme: Preliminaries; Stage One: Investigation, analysis and strategic recommendations; Stage Two: Developing the identity; Stage Three: Launch and introduction; Stage Four: Implementation: making it happen. ection Eight: Control, Cost and Timing: Methods of control and costing. Section Nine: Research: Researching name and visual style; Researching impact - tracking studies. Section Ten: Risks; Bibliography; Appendices; Index.