Third wave branding: breaking the ice

Moving into the third phase of the communications evolution is a necessary progress

 
Every organisation needs specialists and specialised functions to do business: Strategic Planning, Human Resources, Public Relations, Marketing and so on. When it comes to branding the organisation, however, the need to integrate across functions is imperative. Otherwise different groups doing different things pull the brand in different directions and fail to realise synergies.

Majken Schultz

Majken Schultz is professor at Copenhagen Busienss School, associate dean for their full-time MBA, and partner in the Reputation Institute. Her research covers the interface between culture, identity and image, corporate branding and reputation management. She has published over 50 articles in international journals and is the first editor of Corporate Branding (2005, CBS Press). She serves on several boards and is also active in public debate.

Mary Jo Hatch

Mary Jo Hatch is professor emerita, University of Virginia and adjunct and visiting professor at Copenhagen Business School. She has published widely on organisational culture, identity and branding for both practitioners and scholars, and does consulting work in these three areas. She is the author of the text-book Organization Theory (2nd ed.) with Oxford University Press, which has been translated into many languages.