Self-Absorption and Self-Seduction the Corporate Identity Game

Abstract

Abstract Contemporary organizations are-no matter what sector they occupy or what products or services they produce-in the communication business-that is, in the business of expressing themselves deliberately in their environments. And for good reasons. The market of today seems to be demanding well crafted identities, identities that are able to stand out and break through the clutter. At the same time, organizations are expected to be able to adapt, modify, or radically alter their identities at a moment’s notice. As a consequence, organizations are investing more resources than ever in articulating, expressing, and celebrating their identities. But who is listening to them? And who really cares about the careful and, often, detailed considerations behind these organizational efforts? In a world saturated with corporate symbols asserting uniqueness and calling for attention and interest, such questions are important to ask not only for academic reasons but also because they invite organizations to reconsider radically the role that their formal communication campaigns play in the market of symbols and messages of today.

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