Change is inevitable. An organization cannot avoid facing change, coming mainly from globalization, competition or mergers. What should be done in such a changing world? This book provides a new guide for an organization on how to adjust to a new environment by managing identity.
It is good for Olins to first clarify us with the terminology: corporate personality, corporate identity, corporate image, corporate reputation and organizational identity, which people usually get confused. I used to think identity is something about branding. But it is more than that! It is in fact the totality of the way the organization presents itself, formed by product, service, environment, communication and behavior, coming together in various proportions, which can help differentiate it from its competitors. The book also talks about how to start up, create, launch and manage the identity program that can lead the organization to success.
This book is very clear, with a great deal of examples quoted form Olins' experience, making it more understandable and interesting. Great!
It is worth reading. I have a better understanding of what identity is and the importance of it in the changing environment.