Brand & Communication
An organization's identity or brand - be it a government, multilateral, corporate or individual - represents an institutionalised quality that is in its and where appropriate its members’ care; it is fundamental to mediating the mutual relationship between owners and societal stakeholders through communicating the values that govern its response to risk, i.e., the opportunities and dangers attendant to the pursuit of wealth creation - Economic, Social and Political.
Leadership sets the tone.
An organisation’s activities and its identity are viewed holistically; its reputation comprises the coherence over time between the transmission of its identity and each audience’s interpretation or experience thereof.
As such, an organisation should avoid establishing an identity that is unsustainable either as an act of self-legitimation or in response to false demands. A brand not perceived as honest damages an organization’s reputation through raising stakeholder expectations to undeliverable levels; it is equally incumbent upon stakeholders (both internal and external) to take responsibility for acting with regard for the values, capabilities and limitations that support an organization’s identity.
The management of identity is necessary for maintaining and optimising an equilibrium between an organisation, its shareholders and other stakeholders in order to minimise opportunities for the realisation and, if necessary, to maximise opportunities for the resolution of conflict manifested in the form of ‘negative crowd formation’ - particularly within the context of universal access to social media.
the essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions
PR & Brand
Wealth Creation for Society
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