ABSTRACT
A corporate identity proposal from the local advertising agency might not just be a waste of money, but a fatal error of marketing communications. Perhaps a financial services company may find that the social behaviour and conduct of its sales advisors may be considered to be more important than its visual identity in terms of creating trust and its byproduct: profitable business. Larger organisations may wish to measure the effectiveness of their identity. For some organisations and products the quality of the experience they offer exceeds the promise of their appearance. Disruption provides a potential point of change, an entrance into an otherwise stale market, or the unexpected exit. An audience's interest primarily stems from their insecurities, both conscious and unconscious. A tired or cynical audience may reach a point where the divide becomes too large for comfort.
