Image, Identity, Reputation

Image, identity, goodwill.

New meanings for corporate communicationNew meanings for corporate communicationNew meanings for corporate communicationNew meanings for corporate communicationNew meanings for corporate communicationNew meanings for corporate communicationNew meanings for corporate communicationNew meanings for corporate communicationNew meanings for corporate communicationNew meanings for corporate communicationNew meanings for corporate communicationNew meanings for corporate communicationNew meanings for corporate communication

Anna Maria Carbone - July 2008

Image could mean...


1 External form of a body known by senses, especially with sight.

2 Mental representation of things or persons developed by imagination or encouraged by memory.

3. Impression, ideathat a person or company

gives of himself to the public in terms of arising.

...and also...


4 Concrete expression of somethingabstract: symbol.

5 Graphic, photo of something or someone.

6 Mental representation of something when it’s not here.

Identity could mean...


1 Absolute equality, perfect correspondence.

2 All peculiar characteristicsto distinguish an individual or a group of them.

3 Generality, complex,all the physical characteristicsand biographical data that help to identify someone.

...and also...


4 Character of what is always equal to oneself,while manifesting different aspects.

5 Equality satisfied for any valueattributed to the variables that appear there.

6 In the set theory, correspondence that associateseach element of the item itself.

Reputation can mean...


1. Esteem, considerationascribed by others.

2. Good reputation, respectability.

3. Consent, approval granted to someone.

Image evolution: low model


Image as external appearance

The most time-honoured.

The concern regards the quality of advertising communication.

The perceived quality is sized up in terms of notoriety and the communication effectiveness in terms of sells.

Image evolution: low model


In this model nodal points are:

quality of language’s creativity and of advertising communication,

graphic design

Image evolution: operational model


Image as tool of marketing strategies

Brand image =

scheduled and coherent block of specific values ascribed to a company’s offer by segment of consumers

which they consider as a particularity to choose among alternative solutions.

Image evolution: global identity


“Corporate as an individual” (Bernstein) ‏

Communication strategy including all the company’s department and involves strategic management.

In this way image is the result of integrated activities and includes two very important aspects of corporate strategy.

Image evolution: global identity


“Corporate as an individual” (Bernstein) ‏

Quality: it is necessary in every phase of a product/service concept, from planning to marketing and communication.

Identity: image is the external reflex of global identity, and it can be found in every corporate action, including products and services.

Overcoming image and identity: reputation


Reputation is the overall assessment of a admired by consumers.

It is "downstream" of contact, direct or not, that everyone has with the organization.

It is influenced and it affects all messages coming by or on company.

Image and identity can build "desk".Reputation is built by listening, actions and coherence.

Image and identity are information.

Reputation is mutual recognition, trust and consensus.

This concept about the role and the function of corporate communicationwere distributed worldwide in 2001 by The Cluetrain Manifesto,

which speaks out against the distance between companies and market

indicating the need for companies to have a real dialogue with market taking care of their own reputation rather than their image.

Cluetrain revolution


Cluetrain Theses


Markets are conversations.

Markets consist of human beings, not demographic sectors.

Conversations among human beings sound human. They are conducted in a human voice.

People recognize each other as such from the sound of this voice.

Cluetrain Theses


People in networked markets havefigured out that they get farbetter information and supportfrom one another than fromvendors. So much for corporate rhetoricabout adding value to commoditizedproducts.

There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

Cluetrain Theses


Companies need to realize theirmarkets are often laughing. At them.

Getting a sense of humour does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.

Companies attempting to "position"themselves need to take a position. Optimally, it should relateto something their market actuallycares about.

Cluetrain Theses


To speak with a human voice, companies must share the concerns of their communities.

But first, they must belong to a community.

Human communities are based on discourse—on human speech about human concerns.

Companies that do not belong to a community of discourse will die.

Cluetrain Theses


We like this new marketplace much better. In fact, we are creating it.

You're invited, but it's our world. Take your shoes off at the door. If you want to barter with us, get down off that camel!

We are immune to advertising. Just forget it.

If you want us to talk to you, tell us something. Make it something interesting for a change.

Anna Maria Carbone

[email protected]

www.scriverebene.blogspot.com

www.scriverebene.it

Thank you for your attention

mailto:[email protected]

mailto:[email protected]

http://www.scriverebene.blogspotcom




Image, Identity, Reputation

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