تاریخ هویت شرکت‌ها، سراسر پر از مثال‌هایی از هویت‌های ساختاری قدرتمند است که تمام بخش‌ها و توابع را به یک روش برچسب می‌زدند. از دهه 1990 چنین رویکردی، نوعی کنترل بیش از حد محسوب می‌شد و از نظر برخی با هویت‌های سوسیالیسم ملی هیتلر و کمونیسم روسیه قیاس می‌شد. از نظر عده زیادی، دستورالعمل هویت […]

در دهه 1970 و در نتیجه شکوفایی در بازاریابی، به ویژه تحقیقات مشتری و بازار، و همچنین رواج مدیریت تغییر، مالکیت هویت شرکت به بخش بازاریابی منتقل شد چراکه این بخش به‌عنوان ابزاری برای ارتباط با ابزارهای دیگر استفاده می‌شد. هویت می‌بایست رشد می‌کرد و قابل سنجش و پاسخ‌گو می‌بود بنابراین کافی نبود که فقط […]

در مقابل عده‌ای که برندها را یک ارزش اجتماعی تلقی می‌کنند معدود مواردی هم از غرولندهای عده‌ای درمورد ضدجهانی بودن برندها وجود دارد. از مصرف‌کننده‌ها بخواهید تا ارجحیت‌های خود را برای برند، و تجربه‌های شخصیشان را در جمله‌ای مختصر توضیح دهند، و خواهید دید با خوشحالی و با نقل تعاریفی چون «ارزش بالا»، «برخوردی تازه» […]

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