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

Article:

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



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This document was last updated January 7, 1997.



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