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Beyond cosmetics ...
How to make corporate identity (brand identity) work harder for the organization
What has been missing from making corporate identity relevant to the management process is the understanding and interpreting of how corporate identity relates to the fundamental workings of the business. Identity is a corporate resource that is not always fully utilized.
Business owners who recognize and utilize corporate identity as a key factor in competitive differentiation – and, thus, in a company's overall business strategy – stand to gain a decided business advantage.