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


Don't Image Your Position, Express Your Character

By Peter Laundy, Principal, Laundy Rogers Design; Susan Thornton Rogers, Principal, Laundy Rogers Design

"Position" and "character" are terms at the heart of the identity business. Peter Laundy's and Susan Thornton Rogers' contribution is to draw clear distinctions between the two and persuasively argue that articulating character can be a particularly durable, credible, powerful, and cost-effective identity strategy. Their discussion is rich with specific comparisons and examples, and concludes with a number of recommendations for initiating the shift from a position-imaging to a character-expressing organization.

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

ORDER This article is available as a photocopied reprint for $3.50. The order number is: 9561LAU09. 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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