Marketing Communications

20 CHAPTER 1 INTEGRATED COMMUNICATIONS

Besides communications and corporate design, corporate behaviour is also an import-

ant factor in making the corporate identity visible. Th e saying ‘actions speak louder than

words’ is very applicable to corporate identity issues. Th e way in which the employees of a

McDonald’s restaurant behave is an integral part of the corporate identity of the company.

Th e self-proclaimed customer-friendliness of a bank (e.g. by means of an advertising cam-

paign) may be completely destroyed by behaviour that is inconsistent with this principle. A

mineral water, using ‘purity’ as its main selling proposition, cannot aff ord actions that may be

perceived as a threat to this purity, e.g. manufacturing processes involving potentially toxic

chemicals or a lack of hygiene during the bottling process. Internal marketing, and internal

communications as a part of it, will be extremely important in convincing and training staff

to develop behaviour that is consistent with the desired corporate identity.

Paying attention to the corporate identity is of growing importance for a number of reasons:

z Th e business environment is undergoing rapid changes, altering the structure and the

strategic direction of companies. Mergers, acquisitions, changing competitive environ-

ments, etc., change the nature of markets in radical ways. Corporate identity should there-

fore be constantly monitored and reviewed, along with the rapidly changing strategies.

z It is increasingly diffi cult for companies to diff erentiate themselves and their products

from each other. Developing a distinctive corporate identity can be of crucial importance

in developing a unique market position.

z Companies tend to become more global, and hence the danger of inconsistent communi-

cations by the various business units becomes greater. Developing a common corporate

identity can be the basis of a more consistent communications strategy.

z Important economies of scale can be achieved by ensuring that all forms of communica-

tion by a company are consistent with one another. A good starting point is the develop-

ment of a common base, i.e. a common corporate identity that is based on well-defi ned

strategic options.

z A well-established corporate identity can lead to increased motivation of the company’s

own employees. Feeling ‘part of a family’ may stimulate them to do a better job.

z A corporate identity that is communicated convincingly creates confi dence and goodwill

with external target groups of stakeholders. Shareholders and investors may have more

confi dence, relations with the government may be better, higher-quality employees may be

attracted, and the general public may have a more favourable attitude.

Corporate image and corporate reputation

Th e corporate image is the stakeholder’s perception of the way an organisation presents itself.

It is the result of the interaction of all experiences, beliefs, feelings, knowledge and impres-

sions of each stakeholder about an organisation. It is a subjective and multidimensional

impression of the organisation. Th e corporate identity resides in the organisation, but the

Corporate design is not just a matter of logos and slogans. Here are a number of examples in which intelligent

design has contributed to the corporate or brand identity:

z the shape of the container (Toilet Duck, Absolut Vodka);

z a distinctive opening device (Grolsch beer);

z the packaging material (Ferrero Rocher; Absolut Vodka);

z the colour of the packaging (Marlboro);

z the use of a personality (KFC and Colonel Sanders, the Marlboro cowboy).

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