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Consumers in many advanced western markets have become less gullible, less trusting, and they have a desire to know of the corporations behind the brands that they purchase and consume. Thus, the corporate brand (as it is perceived) has become an important determinant of purchase intent and behavior. 4). 4 Raising the corporate umbrella This figure represents the corporate umbrella concept raised as a protective nurturing device held over the strategic business units and individual brands within its portfolio.

Information not just about labor, capital, and technology, but also information about markets, customers, consumers, and stakeholders or publics. Part of this information will constitute an image of the company, what it is, what it does, what it stands for, who its personalities may be – and this image impacts on organizational performance in the markets or constituencies where the business competes or seeks to compete. The resource base of the organization then links to what the organization actually does to develop and sustain corporate identity and corporate relationships and to protect and nurture the strategic business units and individual brands within its portfolio.

6 illustrates the architectural framework or the tools available to develop skills and insight into raising the corporate umbrella. ■ This chapter provides the basic rationale and structural overview of the book. ■ In Chapter 2 Ted Zorn places communication leadership where it rightly belongs – in the hands of the chief executive officer. The concept of “talking heads” suggests that CEOs not only have the task of leading and directing the corporation, but also of communicating with confidence with the various stakeholders and publics who constitute the organization’s sphere of influence and who often raise major social questions about the firm.