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CORPORATE COMMUNICATION IN THE 21st Century

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by

Thais Paulo

on 28 October 2013

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Transcript of CORPORATE COMMUNICATION IN THE 21st Century

CORPORATE
COMMUNICATION

Signage in the 21stC
New Business Environment.
Characterised by:
- Increased competition
- Rapidly emerging technologies
- Dynamic: Less stability and certainty
- Global Markets & Stakeholders
- Greater preoccupation with CSR

3 CHALLENGES for CC professionals
CSR
Global Markets
Transparency
Clearly Communicated Organisational Culture
Local Adaptation
Keeping Up With Trends
&
Rapidly Changing Social Values
Communicate something about their goals, values and ethos through CC signage
Think Different
- NAME
- LOGO
- SLOGAN
- TOKENS
- COLOUR
- SPOKESPERSONS
- CORPORATE STORIES

Different Types of Organisations
- Abstract:
Names and Signs that endure across time and different cultures
KEY FEATURES OF CC SIGNAGE
1899
1936
1928
1973
2001
EVOLUTION OF SIEMENS LOGO
Formerly: Siemens & Halske
TREFOIL LOGO (1971)
1996
Organisations therefore consistently strive to keep up with trends and
renovate
their brand image


Brand logos are imbued
with local and global
meanings
that must be continually validated over time
"World Mark" (2005)
CASE STUDY
http://www.thebodyshop.com/values/index.aspx
Organisations will feel pressures from its
External Environment from time to time
that require them to
adapt to changing Social Values
"McDonald's UK beef patties
are made from 100%
British and Irish beef cattle."
http://www.mcdonalds.co.uk/ukhome/whatmakesmcdonalds/questions/food/burgers/are-your-burgers-100-beef.html
http://www.mcdonalds.co.uk/ukhome/Ourworld/Environment.html
"THINK GLOBAL, ACT LOCAL"
Dove Real Beauty Campaign
- Adapted to suit the Middle Eastern Market
Brand Image Management
Kate Moss dropped by 7 labels
after being photographed using drugs
Adidas Design by Graffiti Artist, Barry McGee
CONCLUSION:
The New Business Environment presents important challenges for organisations, such as rapidly changing social values, CSR and expanding markets.

In the NBE
the use of
Corporate Communication Signage
including:
Logos
Slogans
Tokens
Colour
Spokespersons
Corporate Stories
...is of increasing importance

These signs clearly communicate and reinforce the organisational culture (i.e. spirit/ ethos) behind brands, to stakeholders
across cultures
.
They also signify changes and adaptations made by an organisation
across time
, as they work to continually validate themselves in increasingly competitive markets.
Thank you.
- Argue that in the NBE the use of CC signage is of increasing importance.

- Outline 3 important challenges that the dynamic NBE presents for organisations.

- Demonstrate how CC professionals use signage to adapt, reinforce and continually validate their organisational culture, across different countries and over time.


ARGUMENT OUTLINE:
Continual Brand Validation

- Relevant:
Signs that can be imbued with both local and global socio-cultural meanings
- Neutral:
Not politically, culturally, religiously charged (unless it is intended e.g. political organisations, religious bodies etc.)
Full transcript