M anaging corporate identity (CI) is about identifying the right image for an organ-isation, and communicating it effectively. Critics such as Christensen andCheney consider CI management to be the domain of a small elite within organisations who become self-absorbed and deluded about the role and importance of identity:
In a world saturated with symbols, where there is a great demand for every organisation to keep communicating, it is easy to think that each message and every campaign are taken seriously and received in the ways designed. But such meanings are often malleable, unstable and of only ephemeral interest. In fact in many cases, cynicism may be the most prominent outcome.