New Wolff Olins Guide to Identity: Corporate Identity, Retail Identity, Brand Identity, Organisational Identity, the Corporate Brand, the Corporate Vision and the Central Idea - How to Create and Sustain Change Through Managing Identity

This study aims to show how managing identity can create and sustain behavioural change in an organization as well as achieving the more traditional outcome of influencing its external audiences. The work provides a guide to identity, including what it is and how it can be used to full effect. If a change of identity is required, the whole process is described from start-up (including investigation and analysis of the current identity), through developing the new identity structure, to implementation and launch. For anyone responsible for the identity of an organization, or for designing it for someone else, or attempting to achieve change in their organization, or studying the subject, this guide should be useful reading.