Abstract

Advertising and design are only part of the total marketing/communications mix. Favourable reputations are not made simply with clever visual schemes or even from the provision of what the market wants. To communicate effectively with a genuine and individual voice, there has to be a clear understanding within organizations as to what they are and what they stand for. The strength and confidence derived by staff and management alike from being part of and contributing towards the development of distinctive organizations are vital ingredients in the generation and sustenance of effective corporate images.