Corporate identity: Why a successful company needs its own personality

My article "Corporate identity: Why a successful company needs its own personality" was published today on Idea Marketers ("Expert Content from Industry Leaders"): http://tinyurl.com/7vs2m46
It explains that "corporate identity draws its essence from the purpose of the company, its mission, and its unmistakable expression of intent as is laid down in its guiding principles and strategy". It also states that "a corporate identity that aims to give an image of a strong, reliable and trustworthy partner requires inner harmony. Consequently, the magic triangle of corporate governance (comprising result orientation, technological orientation and needs orientation) must also be in equilibrium. Therefore, if there is conflict in favor of a particular orientation or against one or both of the others, there are no winners, only losers." Check it out!