All of these components must work synergistically to express a coherent identity. As new business conditions and contexts, such as the Internet, arise, identity design must be adapted, extended and re-envisioned. Identity is concerned with a company's actions and culture as well as its logo and graphic design system. This course wil focus on case studies with an emphasis on identity design in an international, electronic context. In an era of rapid change, creative leadership is needed to guide organizations in a world characterized by global competition.
Creative leadership is characterized by communicating and embodying stories.
Stories, including narratives, myths, and fables, constitute a uniquely powerful currency in human relationships. The skillful creation and articulation of stories is a fundamental part of the leader's vocation. The most effective leaders are fundamentally great storytellers. Stories speak to both parts of the human mind - its reason and emotion. Stories provide a centerpiece for creative leadership in a global age.