What's Your Business? : Corporate Design Strategy Concepts and Processes
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Businesses and organizations have always operated within complex environments. To survive they have to offer unique business propositions. A market trader may buy a van, write his produce on a blackboard, and shout out the ‘daily special offers’. This is vernacular or local identity. Another business may use all the latest information and communication technology, design a website for marketing purposes and use social media to communicate with potential clients, from a home office - an identity and image with potentially global reach. Both are communicating with potential customers for their products or services. In What’s Your Business?, Claire Tomlins points out that what is often overlooked is that there are two aspects to this kind of communication. One relates to the company or organization itself and the other to the products or services it provides. This book provides a route through the complexity surrounding corporate design strategy, with emphasis on communicating about the business or organisation, in addition to its products and services. The author deals with the relationship between corporate design and corporate strategy and examines communication, identity, brand, image, and reputation, together with the impact of developing technology, digital and social networking media on issues around corporate identity. In so doing, she highlights the fact that a concept that was thought to have reached maturity in the early 1990’s in the context of traditional media and applications is now being recast in the light of the dynamic nature of and creative drive behind digital media. This book provides an understanding of corporate design strategy, concepts, and processes across both traditional and digital media and of image creation approaches that can uniquely position a business in a marketplace, through symbolic and coherent design.