Soul of the Corporation: How To Manage The Identity Of Your Company (Hardcover)

Who are you? Your customers, employees, and investors demand to know. More than ever before, your company?s identity will shape the results it can achieve. Identity is about far more than branding, culture, or reputation: It?s about everything that makes your company unique. Now, there?s a powerful, clear-eyed guide to managing your identity for maximum business value. The Soul of the Corporation reveals how to systematically audit your identity, leverage its strengths, and fix its weaknesses. You?ll discover how to manage the unconscious shared beliefs that give your organization coherence... utilize identity to roll out new products and brands... recognize identity?s crucial, hidden role in corporate strategy... plan and control identity through mergers, acquisitions, spinoffs, and alliances... avoid the mistakes that have tripped up many of the world?s highest-profile executives... successfully lead in today?s unprecedented ?Age of Identity?

Features
* Explains how the people and experiences help companies have priorities and goals that go beyond brands: identities.
* Many books on leadership have dealt with how companies appear. This approach is good, but it is only skin deep. This book goes further.
* Includes stories of those leaders and companies that have succeeded (or failed) to harness their identity.
* Explains how to find competitive advantage, inspire employees, and build strong feelings of loyalty and commitment among all stakeholders.

Contents
* The I*Dimension
* The Bright Side of the I*Dimension
* The Dark Side of the I*Dimension
* Casualties of the I*Dimension
* To Blend or Not to Blend
* When Should the Cord Be Cut? Managing Identity in Spin-Offs
* Identity in Strategic Alliances and Joint Ventures
* Managing the I*Dimension at Organizational and Brand Levels
* Masters of the I*Dimension
* Diagnosing Your Firm's Identity
* Leading in the Age of Identity Epilogue