corporate identity

Connecting to the Company Story: Coding is Crafting for Etsy’s Engineers

November 21, 2011

Every organization has a story. Any group that wants to be an important part of that organization needs to craft a place for itself in that story. The story an organization tells itself and shares with others helps everyone make sense of who the organization is. For members, the organization’s story helps them articulate their [...]

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Does the iPad Signal a Change in Apple’s Core Brand & Identity?

February 2, 2010

If products reflect an organization’s values and an organization’s identity, does Apple’s new iPad tell us something about where Apple as a company is headed? And, if that’s where Apple is going, do we all want to go there too? Here’s a proposition: Apple as an organization is changing, from an organization that’s “about” creativity [...]

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Beyond an Online Dress Code: A ‘Look Code’ for Work Avatars & Employee Branding

November 3, 2009

We need to go beyond dress codes and consider “Look Codes” for the work avatars that employees use online. Online look codes will help employees translate the qualities of their organization’s brand into the avatars they create for themselves. Organizations should care about their members’ work avatars because these avatars are representing the organization, and [...]

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