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Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Majken Schultz, Mary Jo Hatch

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4

DIAGNOSING YOUR CORPORATE BRAND

To manage your corporate brand effectively you need to address the two polar questions of the identity conversation: Who are we? and What is their image of us? But that isn't enough. Brand managers also need to consider a third question: Who do we want to be and how will we be known? The answer to this future-directed question taps into the company's strategic vision. Bringing strategic vision together with the organizational identity conversation yields the elaborated VCI Alignment Model shown in Figure 4.1.

The Role of Strategic Vision

Who do we want to be and how will we be known? Asking that question raises the bar on the challenge of alignment that the organizational identity conversation defines. The need ...

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