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The thoughts and methodologies outlined in it derive largely from our current operational practice.

I would like to thank all my colleagues in Wolff Olins both past and present for all their work both in developing the identity discipline and in helping to articulate it. I would like to thank five of my present colleagues particularly: Brian Boylan for his reflections on the relationship between internal and external manifestations of identity and identity as a change management tool, John Banks for help in organisational behaviour, John Williamson for his thoughts on vision, Keshen Teo for designing the Guide and Tarnia De Val for endlessly typing and retyping it as it changed and developed.