Companies and countries are changing fast - and they are becoming
more like each other.
As countries develop their "national brands" to compete
for investment, trade and tourism, mega-merged global companies are
using nation-building techniques to achieve internal cohesion across
cultures. |
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Wally Olins explains why all organisations need to regard their identity
as a resource. After defining identity and describing its benifits,
he uses examples drawn from his unrivalled experience to show how
to create, launch and manage a successful programme in any type of
organisation. |
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How identity is crucial to market share |
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How identity plays a crucial role in expansion
and diversification |
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How identity is vital both to effective recruitment
and to the way people work together inside a company |
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How identity impacts directly on the bottom
line |
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