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Identity: Transforming Performance Through Integrated Identity Management

Hardcover - 10 November 2017
Rowden, Mark (Author)
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Mark Rowden's first book, The Art of Identity was internationally recognized as a seminal work on the creation and definition of corporate identity. This much-revised and extended edition, simply titled Identity, offers further crucial knowledge about how to integrate identity into the wider commercial and financial objectives of the organization. Rowden's radical approach dispenses with common branding misconceptions and explains how to interrogate your strategy and objectives as never before through the relative weighting of three key 'averages': product, distribution and identity. He demonstrates how, by re-examining market position and values on this basis, you can redefine the content and focus of your identity, grading all visual and behavioural communications - an approach called, show tell do - into critical priorities, and then distill key values into firmwords, against which all communications can be rapidly focused as well as measured. The real examples in this book demonstrate firmwords in action. Later chapters illustrate issues of style, colour, names, logos, typefaces, structure, and how the challenges of fashion can be met. Identity also argues a new methodology for managing the creative process between the organization and its creative suppliers.

Product Details

ISBN-10: 0815389582

ISBN-13: 9780815389583

Publisher: Routledge       

Language: English

Age Range: NA - NA years

Grade Level: NA - NA

Format: Hardcover | 250 Pages

Product Dimension (L x W x H): 0.00 x 0.00 x 0.00 CM

Shipping Weight: 0.46 Kg

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