The distinction between organisations and their environment is becoming increasingly blurred. People are continually interacting from the standpoint of the roles they fill as working people, consumers and members of society. To be successful, organisations harmonise their ambitions with what the market and society consider legitimate. So the organisation’s ability to connect with them is critically important. Being attuned to what is happening now and what will happen in the future. In the sector, in the market and in society. Being able to predict what this means for the organisation, what it will require of it, and how it can anticipate this as it defines its ambitions. The better the organisation is connected to the world outside, the more successfully it can create its identity in parallel with this environment and continue to develop. That is what Identity 2.0 is about.

Identity 2.0 consists of a collection of thoughts that were conceived within the total identity network. Thoughts about organisations in their context. About making connections. Thoughts that were conceived in conversations with clients, business partners, and partners of total identity. The book focuses on realising ambitions, on personal experiences in this area, and on the development of these ambitions in positioning and profiling.

We hope this book inspires you to take a fresh —or even different— look at your own organisation or to reflect on your relationship with the world outside.

Hans P Brandt,
Managing Director, Total Identity Read Less