corporate identity

Company Character Grows From Place Identity

February 16, 2012

Tweet What do start-ups and coffee beans have in common? For both, the place they grow shapes who they become. We don’t talk much about the role of place in shaping organizational identity, but the physical circumstance of where we are located as we do our work together helps to determine who we become as […]

Read the full article →

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

November 21, 2011

Tweet 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 […]

Read the full article →

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

February 2, 2010

Tweet 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” […]

Read the full article →

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

November 3, 2009

Tweet 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, […]

Read the full article →