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STRATEGIES for Implementing Changes in Corporate Identity
Author(s) -
Phillips Peter L.
Publication year - 1995
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1995.tb00424.x
Subject(s) - identity (music) , context (archaeology) , process (computing) , business , plan (archaeology) , personality , marketing , corporate identity , test (biology) , process management , public relations , political science , computer science , psychology , social psychology , history , paleontology , physics , archaeology , acoustics , biology , operating system
AS THE CONTEXT AND CONTENT of corporate activity is always in flux, modification of an organization's identity is inevitable. Peter Phillips spells out the several phases in such a process. The first steps involve research to pinpoint problem areas, company personality, and design concerns. The next stages are to devise alternative solutions and test them across a breadth of audiences ranging from employees and suppliers to investors and customers. In the end, after refining a strategy, executives must prepare a plan for rolling out and maintaining the new identity.