Corporate Identity: Making Business Strategy Visible through Design - Wally Olins - Paperback - REPRINT

Corporate Identity is a fascinating account of the role image has played in organizations ranging from Napoleon's empire to the Confederate States of America to modern corporations such as Coca-Cola, BMW, Apple, & Sony. Olins demonstrates how identity is crucial to market share, how it plays a central role in expansion & diversification, how it is vital to both effective recruitment & the way people work together inside a company, & how it is directly related to profitability. Corporate Identity makes a convincing case for the importance of corporate image to a company's success. Identity must have a secure place in the hearts & minds of managers, along with finance, research & development, product quality, personnel management, & other corporate assets. As Olins observes, In the end, it is economic power that wins the day. But economic power derives increasingly from moral, aesthetic, & cultural power. The organizations that can marshall these strengths will lead the world in the twenty-first century.Olins, Wally is the author of 'Corporate Identity: Making Business Strategy Visible through Design - Wally Olins - Paperback - REPRINT' with ISBN 9780875843681 and ISBN 0875843689.