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Design Management Journal, Vol. 6, No. 1, Winter 1995

Managing the Corporate Voice: Maximizing the Value of Elements in the Identity Chorus

Organizational identity is tied to the design of communications, products, services, and facilities. It is also expressed in a company's values, strategies, and employee behavior. These pages explore how such components can be orchestrated to create the most effective voice. Contributors analyze corporate character and personality as the heart of identity. They discuss how voice is shaped by both internal and external perceptions. They propose methods for refining or changing identity, and they share hands-on insights in case studies on Caterpillar, IBM, and London Transport.


Voice Lessons: Four Themes in the Design of Organizational Identity
Thomas Walton, Editor, Design Management Journal

Don't Image Your Position, Express Your Character
Peter Laundy, Principal, Laundy Rogers Design; Susan Thornton Rogers, Principal, Laundy Rogers Design

Corporate Tone of Voice
David Bernstein, Managing Partner, Kelland Communication Management Ltd.

The Roundel and the Corporate Image of London Transport
Jeremy Rewse-Davies, Design Director, London Transport

Design Is...
Tom Peters, Founder, The Tom Peters Group

Shaping the New Corporate Voice: The Challenge of Heeding Customer Voice
Nirmal Sethia, Associate Professor Management & Human Resource, Cal Poly Pomona College of Business Administration

Corporate Identity: The Power and the Paradox
John M. T. Balmer, Faculty Member, University of Strathclyde Business School

Corporate Voice in Relation to Product Brands
Linda Keefe, Vice President, Strategic Marketing and Design, Yamamoto Moss

Strategies for Implementing Changes in Corporate Identity
Peter L. Phillips, Design Management Consultant

How We Developed 'Communicating Caterpillar -- One Voice'
Bonnie Briggs, Manager Corporate ID and Communications, Caterpillar

Processes for Managing Identity, Image, and Design
Alex Simonson, Assistant Professor of Marketing, Fairleigh Dickinson University; Bernd H. Schmitt, Associate Professor of Business, Columbia Business School; Joshua Marcus, President, PAOS New York

Three Paradoxes, One Image: The Worldwide System for IBM AS/400
Randall Hensley, CEO, C3 Inc.; Billie Harber, President, C3 Inc.

ORDER This out-of-print issue is available in photocopied format for $25.00. The order number is: JNL-V6N1. Highlight and copy this number, hit the order button and paste it into the form.

This document was last updated January 7, 1997.

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This document was last updated January 7, 1997.