Soul of the Corporation

Who are you? Your customers, employees, and investors demand to know. More than ever before, your company’s identity will shape the results it can achieve. Identity is about far more than branding, culture, or reputation: It’s about everything that makes your company unique. Now, there’s a powerful, clear-eyed guide to managing your identity for maximum business value. T he Soul of the Corporation reveals how to systematically audit your identity, leverage its strengths, and fix its weaknesses. You’ll discover how to manage the unconscious shared beliefs that give your organization coherence... utilize identity to roll out new products and brands... recognize identity’s crucial, hidden role in corporate strategy... plan and control identity through mergers, acquisitions, spinoffs, and alliances... avoid the mistakes that have tripped up many of the world’s highest-profile executives... successfully lead in today’s unprecedented “Age of Identity”!