The clearer the company identity is defined, the more precise the briefing is for the creative heads responsible for the marketing. The book “Sales-Directed Marketing”, gives precise Ideas, written and graphic, of how to translate the identity. This ensures that all communications receive the right, goal-directed content, which, in turn means the marketing expenses - in comparison to traditional marketing methods – are significantly reduced.
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The identity of a company is equivalent to its core, from where the mission, vision and strategy originate. The image of a company is the impression that it leaves upon the world around it (environment). In some cases, the identity and image of a company match perfectly. We are then talking about the congruence of image and identity.
With the right approach – the company identity – the creative process is goal-directed. This still leaves enough leeway for the necessary creative development, but within a clearly defined frame.
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