Brand Identity vs. Image• Brand Identity: what a business or organization

wants you to believe about who they are and what they value (ideal).

• Brand Image: what people really think about your business or organization (reality).

• Ethics and professional writing.

• Culture Jamming.

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Ethical Dilemmas and Writing

• Would you lie for an employer to promote a product that you know is faulty or cannot do what is claimed?

• Would you trash the competition in order to promote a client?

• Would you issue a news release with only half the truth?

• Would you quit your job rather than participate in a questionable writing activity?

• How far are you willing to compromise your moral values in the workplace?

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Examples

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Brand Identity and Greenwashing• Greenwashing is an attempt to make a company

appear to be more environmentally friendly than it really is --- to enhance the brand identity.

• Does so by making unsubstantiated or misleading claims about the environmental benefits of a product, service, technology or company practice.

• Appeals are to emotion.

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Culture Jamming Responses to Greenwashing

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