Five Faces of Corporate Image

Every corporation has a face, captured by its name identity and its image, including the overall image delivery system to push that name in the marketplace. Whether you like it or not, your corporate image is out there and is fully exposed. Following are the Five Faces of Corporate Image. The question is not which one, rather which is the best suited for you and why. All images are good if they really ring the cash registers, otherwise these masks are sometimes the main reasons for the sinking of total marketing strategies and business plans.

Five Faces of Corporate Image

HIPPIES: When the image of a corporate identity is simply a spinning burst of soft colors like a freeze frame slice from a kaleidoscope and you can hear bee bop music from the sixties, then it’s about time for everyone to ride a painted microbus to a peace rally. It would project that everything is very cool and it moves very slow, sometimes to a rhythm. This type of image is very common in consumer-packaged goods. Colors are often very pale and very soft. The names are overly slip-n-slide. Today a very large number of companies have adopted this style to appease the consumer.

MORTICIANS: The image is of dull and dark colors fading to black. Dark suits are a must. Artificial smiles, firm hand shakes and powerful scents. Some distant sound of an organ piped throughout the organization. It would appear all to be hypnotized. This kind of image is very common in professional or financial services and recently banks are dropping this altogether to adopt the earlier image on a fast track basis. This image has too much rigidity and often named after the founders, some great landmark or a city or country.

IVY LEAGUERS: Here is some distinct element of intellectual snobbery. Sometimes it really exists and most of the time it is just a show. In both cases, the image is driven with an elitist language and style, Times Roman fonts and formal lingo. Money and sense of security is the prime thrust. Dark green, dark burgundy and dark blue are the most sought after colors. Famous and literary types of names are used as the corporate monikers. The Internet has made a big punch in style of corporate communications. Now everyone can appear smart and savvy.

CYBERNAUTS: Here, things are mouse driven, what you see is not what you get. It is here today and gone tomorrow. Ingenuity and stupidity are both displayed in a simultaneous interaction. Just don’t blink too fast. Great ideas, packaged as silly brands and named in the most ridiculous fashion is the standard. Colors are mostly transparent, total imagery and business model is translucent and corporate name identity is transient. As the technology changes, so do the names. There is a constant surgery to an existing name, primarily for trademark conflicts and secondly the names do not match the business.

DINOSAURS: Here the long corridors and the stale smell of the office will lead you to the graveyards. Grey and dull color schemes and overuse of florescent lights of the squarely placed HQ speak loud and clear of the glories of the past. The corporate names are several feet long. Some get telescoped or initialized to some weird and strange acronym and initials. Sometimes one can trace the bloody battles of mergers and acquisitions of the past in their lineage as each has left a distinct mark on the corporate name, sometimes a word or others a letter or two.

Then there are also images of No Bodies. Here nothing makes a difference and nothing is so important. What name? What image? What identity? The corporation is like a humongous school project. Run by the seat of the pants without a blueprint. Chasing opportunities in a panic and in the dark. Welcome to the largest group on companies gathered on this planet today. These groups of corporations with images of No-bodies are derived from two main sources; those that have no appreciation for building a proper image and do not care and those who see this as a direct threat to their other priorities and keep pushing aside their desires to do this professionally one day. Sometimes the day comes and often it never comes.


No matter what, keep an open mind and study the subject and the best way is to measure the cost of your current advertising and branding budgets over the existing name identity and it’s personae. You can bring in brand new knowledge in your organization on how to make a brand new makeover. First it is very easy, very inexpensive almost a small percentage of what you are spending now and once you project you name and image correctly you will boost your market positioning very fast. It is a sophisticated system and not to be confused with the traditional branding circus. Makeovers are easy things. Best we look in the mirror.

Latest Reads
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories