corporate identity strategy

Best Practices The following four key brand requirements are critical for a successful corporate identity strategy.

Wolff Olins handled the corporate identity strategy last year, which dropped Trusthouse from the company's name.

For more than 30 years the agency called itself Tri-Met, but it formally dropped the hyphen from its name in 2002, as part of a new corporate identity strategy involving a redesigned logo and new color scheme for its vehicles and other media.

One critic, Allen Adamson, managing director for the New York office of Landor Associates, a company that specializes in advising marketers on corporate identity strategies, said, "If this was never part of your message to begin with, now is not the time to latch on."