MAIN MENU: What's New | Conferences | Publications | Membership | Links | Return Home
DMI Publications
DMI Journal(SELECTED) Newsletter Case Studies Recording Other Publications
Search Index of Publications
About Contents

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


Strategies for Implementing Changes in Corporate Identity

By Peter L. Phillips, Design Management Consultant

As the context and content of corporate activity is always in flux, modification of an organization's identity is inevitable. Peter Phillips spells out the several phases in such a process. The first steps involve research to pinpoint problem areas, company personality, and design concerns. The next stages are to devise alternative solutions and test them across a breadth of audiences ranging from employees and suppliers to investors and customers. In the end, after refining a strategy, executives must prepare a plan for rolling out and maintaining the new identity.

Keywords: Corporate Identity, Corporate Culture, Strategy Implementation, Design Management Strategies, Corporate Identity/Voice

ORDER This article is available as a photocopied reprint for $3.50. The order number is: 9561PHI50. 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.

What's New Conferences Publications Membership Info Links

All material Copyright © 1989-1997 by the Design Management Institute. All rights reserved.

29 Temple Place, Boston, MA 02111-1350 USA
617.338.6380 (voice) or 617.338.6570 (fax) or e-mail