Revealing the Corporation: an integrative framework Lecture 2 Revealing the Corporation: an integrative framework J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER Objectives: To explain, and discuss, a new approach to corporate identity management To examine the interface concept in its various guises “Model of the Moment”: the AC2ID TestTM: see Figure 1, page 17. J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER Background The study underpinning the test aimed to: reconcile the various disciplinary roots of identity studies within a PRACTICAL, PRAGMATIC AND MEMORABLE FRAMEWORK It draws on several major strands of inquiry: (a) the TransAtlantic Identity Study, various multidisciplinary literature reviews, and Harvard Case Studies J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER WHAT IS THE AC2ID TESTTM ? Reconciling the FIVE identity “types” actual identity communicated identity conceived identity ideal identity desired identity J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

THE NOTION OF THE IDENTITY INTERFACE “A MOMENT OF TRUTH” Refers to the variety of relationships between the five identity types. The lack of alignment between any two identity types is potentially hazardous for any corporate entity. J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

modus vivendi of the test... Organizations should orchestrate the five elements so that they are broadly congruent with each other AS WELL AS WITH with the environment (political, economic, ethical, social and technological.) J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

assumptions about the test These five identity types not only reside in the minds of managers, employees, customers and other stakeholder groups but are (crucially) to be found in a company’s strategy, activities and behavior, communication, as well as in the desires of senior management. J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

assumptions about the test (continued) TIME is invariably a CRUCIAL element. W h y? This is because various identity types are likely to inhabit different time frames. The only identity type that occupies a “clearly defined” time-frame is the actual identity (this reflects the present) J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER THE UTILITY OF THE TEST The researchers found that: many identity changes are one or, at best, two dimensional. Identity consultancies typically focus on the relationship between vision and corporate communication and/or visual identity. However, questions relating to culture and strategy are infrequently addressed. J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

OTHER INSIGHTS: The characteristics of identity Balmer conceived identity to have the following three characteristics: “C.V.E” : C O M P L E X I T Y VA R I A B I L I T Y H E T E R O G E N E I T Y J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER COMPLEXITY Accommodating the multi-faceted and multi dimensional aspects of identity as revealed in recent identity scholarship (see Whetten and Godfrey 1998) “different paradigmatic approaches” J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER VARIABILITY The mix of identities pertaining to an entity are not sclerotic. Different identity are likely to inhabit different time-frames. Thus, rather than thinking of identities as being central distinctive and enduring (Albert and Whetten 1985) it may be preferable to replace enduring with evolving (Balmer 2001) J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER HETEROGENEITY The need for sensitivity to, and recognition of the various disciplinary strands comprising identity studies. J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

THE FIVE IDENTITY TYPES ACTUAL IDENTITY: shaped by: corporate ownership, leadership style, organizational structure, business activities, markets covered, quality of products and services AS WELL AS the values held by management and employees and the degree to which they identify with the actual identity or indeed with other identity types J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

COMMUNICATED IDENTITY Normally encompasses “controlled” corporate communications (advertising, pr) but can also include the performance effects of products and services and of spin and commentary made about the organization (see total corporate communication) J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER CONCEIVED IDENTITY Refers to the main perceptual concepts of corporate image, and corporate reputation. (a choice has to be made as to which groups and which concepts form the conceived identity) J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER IDEAL IDENTITY Purely a conceptual construct it refers to the articulation by strategic planners and others of the optimum positioning of the organization its market or markets in a given time frame. Normally based on current knowledge about the organization’s prospects in the context of projections vis a vis the general business environment J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER DESIRED IDENTITY The lives in the minds of corporate leaders. It is their vision for the organization. It is Not the same as the ideal identity since such an identity type might reflect the personality type and drivers of the CEO, or the board etc J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER …….model of the moment ii A Actual C C Communicated Conceived I D J.M.T. BALMER and S.A. GREYSER Ideal Desired

J.M.T. BALMER and S.A. GREYSER THE ACID TEST PROCESS KNOWN AS THE REDS2 ACID TEST J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

REDS2 PROCESS: WHAT IS IT? R = REVEAL THE F I V E IDENTITIES E = EXAMINE THE T E N IDENTITY INTERFACES D = DIAGNOSE THE SITUTIONS VIS A VIS THE ORGANIZATION’S IDENTITY S = SELECT A SUITABLE S = STRATEGY J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER FRAMEWORK AIMS TO: be innovative and reflect cutting edge developments in identity studies be capable of being operationalized by consultants improve best practice among managers bring objectivity to the consultancy and practice assist in evaluating corporate identity programs Be memorable J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

…….model of the moment ii The AC2ID Test see: page 17. Consider the various dynamics that are accommodated within the model. J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER …….model of the moment iii Simplifying the model. A close examination of the pentagon will reveal two, more focussed,, relationships. (they constitute two triangles within the pentagon) Consider: A/C/C which, broadly, provides a snapshot of the present position And A/I/D which, broadly, provides insights into the future position(s). J.M.T. BALMER and S.A. GREYSER

……..what about organizations having a corporate brand? See Exhibit 1, page 251, which adapts the model so as to accommodate an organization’s corporate brand. The corporate brand is viewed as an additional identity type and is called the covenanted identity. J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER Summary: i The AC2ID Test accommodates powerful identity categories into a single, integrated model. It marshals various identity types that are derived from organizational reality and culture, strategy, management vision, perception, and communication It takes account that different identity categories are likely to inhabit different time frames. J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

J.M.T. BALMER and S.A. GREYSER Summary: ii The modus vivendi of the framework is that where significant misalignments occur between identity types then these require realignment in order to avoid potentially damaging consequences. The REDS2 Acid Test Process provides a means by which the framework may be operationalized. J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER

Acid test n. a conclusive test of success and value Concise Oxford Dictionary J.M.T. BALMER and S.A. GREYSER © J.M.T. BALMER AND S.A. GREYSER J.M.T. BALMER AND S.A. GREYSER