Publisher's Synopsis
Written by Dr. Paul Temporal and Dr. Harry Alder, two experts in creating corporate personality, this accessible and authoritative book provides a step-by-step guide to making your company unique and giving it new vitality and direction. Chapters cover: Vision, mission and values; the psychology of a company; creating corporate charisma; communicating the personality; positioning; brand management; market research; choosing customers through segmentation and market developments. Throughout, Corporate Charisma is packed with simple principles, down to earth actions, explanations, exercises, checklists and a short training programme that you can apply directly to your business, whatever sector you are in, and whatever the size of your company.
