Image By Design

IMAGE BY DESIGN: FROM CORPORATE VISION TO BUSINESS REALITY, by Clive Chajet and Tom Shachtman

A company’s image is a vital corporate asset and can make all the difference in a competitive marketplace. However, observes Clive Chajet, America’s leading expert on image management and corporate identity, corporate image is all too often undervalued and, even worse, ignored.

In this insightful book, Chajet and Shachtman tell the stories of such “image by design” successes as Coca-Cola, Humana Hospitals, Amtrak, NYNEX, Infiniti automobiles, and many other corporate image campaigns managed by Chajet’s company, Lippincott & Margulies.

“One of the most thorough treatments of this critically important management function yet compiled. Especially relevant is Chajet’s insistence that imagery match reality. It’s not enough to say you are a caring company. That value system must emanate, by design, from the very core of the organization and be exhibited through consistently trustworthy behavior.” – Ralph S. Larsen, Chairman and CEO, Johnson & Johnson.

“IMAGE BY DESIGN really tells is like it is. Images, or a company’s promotion, must match its product – no better, no worse. Clive Chajet makes that interestingly clear in this no-nonsense approach to image-making.” — Al Neuharth, founder, USA Today.

“Clive Chajet is a master at probing the corporate psyche and prescribing a name change to cure what ails it. How his firm comes up with ‘total identity systems’ for the cream of corporate America makes for fascinating (and somewhat scary) reading.” — Rance Crain, President and Editorial Director, Crain’s.