We help companies define the meaning of their existence and the deep reasons that drive their strategic actions. We make textual the strategic paradoxes that characterize the purpose of companies and seek to “transform” them, to identify the trajectories that inform and will inform business strategy.

Identity

  • To help companies understand “why they exist,” what drives them and what cannot be imitated.
  • To define the distinguishing elements of an company’s mission, through the transformation of the organizational paradoxes that characterize its values and purpose and the industry paradoxes that characterize its beliefs and focus.
  • To make textual and codified the corporate identity, by which to inspire corporate strategies, inform the business model and activate a virtuous circle that nurtures organizational culture and corporate image, enabling strategic innovation processes.

The identity analysis and definition intervention is an agile and innovative path, which aims to extract the foundational elements of the identity itself through a dual process: (1) the application of a model inspired by Jungian psychology, which investigates the psychological traits of those who graft business strategies (Top Down process), and (2) the application of a strategic model, which investigates the strategic and business model conformations of the business itself (Bottom Up process). The emerging results are summarized in a Manifesto, useful for internal and external dissemination of the codified corporate identity.

Project duration:
min. 3 months

In-house days:
min. 4 days/months

No. of internal resources involved:
min. 5

We help enterprises to govern and shape their organizational culture so that they can direct them toward concrete actions of improvement for the management of organizational change and generational transitions. Areas of focus include language processes, human resources, places and founding myth.

Culture

  • To define the elements that characterize a company’s organizational culture.
  • To support a process of creative divergence and thus enable a process of rational convergence that enables a redefinition, incremental or radical, of organizational culture, consistent with corporate identity.
  • To intervene on artifacts according to three actions: (1) prune or eliminate current artifacts, (2) graft or introduce new artifacts, and (3) hybridize or modify some of the old artifacts.

The analysis is conducted through a qualitative-quantitative research model involving: (1) in-depth interviews with so-called long tails of representation (corporate seniority, seniority in age, education level, hierarchical level, etc.) to investigate the components of organizational culture; (2) non-directive interviews to define the founding myth; (3) ethnographic observation of work contexts through the technique of para-ethnography (a duly trained researcher is introduced as a worker in the company).

Project duration:
3 months

In-house days:
min. 4 days/months

No. of internal resources involved:
min. 5

We help companies analyze how their identity is perceived by external stakeholders, and then redefine the corporate image and storytelling related to the brand and all its expressions.

Image

  • To bring out the perceived meanings and messages conveyed, depending on the channels manned.

  • To assess the as-is perception of corporate image.

  • To avoid the configuration of a so-called dysfunctional identity (i.e., increasingly distant from the real identity and unbalanced by “over-adaptation” to what the market expects and demands).

  • To define an image aligned with corporate identity.

  • To define the storytelling most consistent with the new corporate image.

The intervention involves intense analysis around how the company communicates and precise mapping of all the meanings generated through the messages conveyed; similar analysis is produced around how the main competitors communicate. An analysis of customers’ perceived image is carried out by administering an interview/survey to a relevant sample of customers. The intervention then involves defining the foundational and constituent elements of corporate image to convey messages and convey meanings consistent with corporate identity.

Project duration:
3 months

In-house days:
2 days/months

No. of internal resources involved:
n.d.