Corporate Imagery

It is hard to believe but it is true.. this one has a Wikipedia entry that says:

A corporate image refers to how a corporation is perceived. It is a generally accepted image of what a company "stands for". The creation of a corporate image is an exercise in perception management. It is created primarily by marketing experts who use public relations and other forms of promotion to suggest a mental picture to the public. Typically, a corporate image is designed to be appealing to the public, so that the company can spark an interest among consumers, create share of mind, generate brand equity, and thus facilitate product sales.
LOL.. did anyone see product quality in that description? Did you laugh with me when you read "perception management" and "a mental picture to the public"? Small wonder that cartoonists like Scott Adams make so much money Dilberting these folks.


  1. Bob,

    Maybe it's my marketing background, but I see nothing wrong with trying to shape a corporate image. I do it with my company. Excellent customer service and quality products are part of that. But, I think a company has to have a strategy for managing its image beyond customer service and quality (not that those are not extremely important components). We do a lot of things above and beyond those things to enhance our image.

  2. Don't really disagree Brian.. guess I was really thinking about how superficial much of corporate imagery is.. thinking that you just can't compensate for a bad product with image.

  3. We've got this stuff all over. No styrofoam in the cafeteria, and now they are telling you to bring your own cup for the coffee and water cooler.


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