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1. Introduction
2. What is a brand?
3. Why do people want brands?
4. Why do organizations become brands?
5. Brands are much more than logos
6. Critical comment on brands
7. The three waves of corporate branding
8. Identity as foundation for the corporate branding
9. Conversation between the “I” and the “me”
10. Identity conversation applied to organizations
11. Culture and image: a dynamic conversation
12. Organizational identity: McDonald
13. Multiplicity in the identity conversation
14. Different functions play different roles
15. Consequences of silos and turf wars!
16. Two common identity problems
17. A company off track: narcissism
18. Enron - a special case of narcissism
19. A company gone wild: hyper adaptation
20. Identity questions inform branding efforts
21. Managing alignment behind the corporate brand
22. Identity is the foundation for corporate branding
23. Corporate brand alignment
24. Corporate brand misalignment
25. Analyzing yourself as a corporate brand
26. Rethinking the LEGO identity
27. Moving towards stronger alignment
28. LEGO values through generations
29. Stating brand values
30. Many functions involved in organizational identity
31. Beware turf wars: who owns the corporate brand?
32. Translating the LEGO values
33. LEGO employees seeing brand challenges
34. Involving consumer communities: BrickFest 2005
35. Integrating for the brand
36. Co-created LEGO products/services
37. Integrating consumers: important lessons
38. LEGO movement towards enterprise mindset
39. Moving towards enterprise relationships
40. Brand management confronts dilemmas
41. Final remarks and thank you

Topics Covered

• What is branding?
• Why do organizations become brands?
• Identity as a foundation for branding
• Identity between culture and image
• Narcissism and hyper-adaptation
• Analyzing a corporate brand
• Corporate brand alignment and misalignment
• Diagnosing your organization as a corporate brand
• A case of corporate branding: LEGO Group
• How to involve stakeholders in the corporate brand
• Dilemmas of brand management.

Links

Series:

• Managing Organizations

Categories:

• Management, Leadership & Organisation
• Marketing & Sales

Talk Citation

Publication History

• Published on July 4, 2010