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Explains how the people and experiences help companies have priorities and goals that go beyond brands: identities.
Understand, Control, and Leverage Your Company’s #1 Asset: Its Unique Identity
We live in a new Age of Identity, in which your employees, customers, investors, and
other stakeholders care about who you really are. More than ever, your company’s identity will shape the results it can achieve. The Soul of the Corporation will help you clearly understand your company’s identity, and then take control of it and leverage
it for long-term adaptation and success.
Drawing on real-life stories from the world’s most prominent companies, the authors show how identity can be an extraordinarily valuable asset—and how, if not properly managed, it can become a huge liability. Discover how your firm’s identity is related to—and different from—its organizational culture, brand positioning, and reputation. Learn how to diagnose and manage the often unconscious shared beliefs that constitute your company’s soul…how to face the enormous identity challenges that arise in mergers, alliances, spin-offs, and the creation of new brands…and above all, how to lead and inspire in this new Age of Identity.
• Master your company’s “I*Dimension”
New tools for leveraging identity for competitive advantage
• Manage the tensions that shape your company’s identity
Convergent vs. divergent, internal vs. external, designed vs. emergent, sameness vs. uniqueness
• Overcome the dark, dysfunctional side of identity
Minimize narcissism, conflict, drift, and fragmentation
• Protect what’s precious, change what needs to change
Managing identity through M&As, spin-offs, alliances, and unrelenting change
About the Authors xiii
Introduction Leadership Challenges in the Age of Identity xv
Chapter 1 The I*Dimension 1
Chapter 2 The Bright Side of the I*Dimension 19
Chapter 3 The Dark Side of the I*Dimension 27
Chapter 4 Casualties of the I*Dimension 41
Chapter 5 To Blend or Not to Blend: Identity Integration in Mergers and Acquisitions 61
Chapter 6 When Should the Cord Be Cut? Managing Identity in Spin-Offs 79
Chapter 7 Identity in Strategic Alliances and Joint Ventures 97
Chapter 8 Managing the I*Dimension at Organizational and Brand Levels 119
Chapter 9 Masters of the I*Dimension 137
Chapter 10 Diagnosing Your Firm’s Identity 155
Chapter 11 Leading in the Age of Identity 173