Category: Organizational Identity
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Beyond Positioning: Establishing Authentic Optimal Distinctiveness
Every organization needs to establish optimal distinctiveness – a competitive position within your field, where you are similar enough to other organizations to be seen as legitimate, but different enough that you’re seen as having something unique to offer. But, optimal distinctiveness is more than being in a competitive place in your field. Optimal distinctiveness…
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Measuring Meaningful Differences: College Rankings and Identity
Here’s a mini-exam for you. College ranking systems are: A. A great way to sell magazines and get your publication’s name in the news B. A scam that preys on the social and economic insecurities of educational organizations C. A somewhat-helpful guide to prospective students D. A process that is entirely gamed by the organizations…
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Does the iPad Signal a Change in Apple’s Core Brand & Identity?
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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Logos, Browsers, Brand Identity, and What You Value
The symbols we use to represent our tools also represent the communities that use these tools. One of my favorite corporate image experts, Susan Gunelius, has started an interesting conversation over at Corporate Eye. She wants to know which browser has the best brand identity, and which browser’s logo reflects its identity most effectively. Given…