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Managing the Corporate Voice (Vol.6 No.1)

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Managing the Corporate Voice


Organizational identity is tied to the design of communications, products, services, and facilities. It is also expressed in a company’s values, strategies, and employee behavior. These pages explore how such components can be orchestrated to create the most effective voice. Contributors analyze corporate character and personality as the heart of identity. They discuss how voice is shaped by both internal and external perceptions. They propose methods for refining or changing identity, and they share hands-on insights in case studies on Caterpillar, IBM, and London Transport.




Voice Lessons: Four Themes in the Design of Organizational Identity 

Thomas Walton

Don’t Image Your Position, Express Your Character
Peter Laundy and Susan Thornton Rogers

Corporate Tone of Voice
David Bernstein

The Roundel and the Corporate Image of London Transport
Jeremy Rewse-Davies

Design Is...
Tom Peters

Shaping the New Corporate Voice: The Challenge of Heeding Customer Voice
Nirmal Sethia

Corporate Identity: The Power and the Paradox
John M. T. Balmer

Corporate Voice in Relation to Product Brands
Linda Keefe


Strategies for Implementing Changes in Corporate Identity

Peter L. Phillips

How We Developed “Communicating Caterpillar: One Voice”
Bonnie Briggs


Processes for Managing Identity, Image, and Design

Alex Simonson, Bernd H. Schmitt, and Joshua Marcus

Three Paradoxes, One Image: The Worldwide System for IBM AS/400
Randall Hensley

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