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Corporate Identity: What's Next
Author(s) -
Group Doblin
Publication year - 1996
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1996.tb00467.x
Subject(s) - identity (music) , set (abstract data type) , corporate identity , public relations , business , sociology , political science , computer science , aesthetics , philosophy , programming language
IDENTITY HAS MATURED and is changing still. The recent shift from corporate identity to brands is set to shift again. Interests themselves are becoming paramount, with savvy companies seeking to align their messages around a network of intrinsically compelling activities and ideas. Doblin Group believes this is a whole new identity era, and introduces the notion of “WebArenas” to illustrate.