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

Article:

Corporate Tone of Voice

By David Bernstein, Managing Partner, Kelland Communication Managment Ltd.

David Bernstein makes the point that defining and understanding a corporation's personality is as important in designing a credible identity as having a coherent organizational philosophy. The focus in this essay is on action in area where insights into a company's unique profile--its image--emerge from an analysis of culture, style, language, and other activities. Bernstein suggests several strategies for distilling key personality features and believes clarifying these traits is crucial groundwork for developing an effective identity program.


Keywords: Corporate Identity, Corporate Culture, Communication Strategy, Corporate Identity/Voice



ORDER This article is available as a photocopied reprint for $3.50. The order number is: 9561BER17. Just use your mouse to 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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