ABSTRACT
In this article, I use a broad brush to provide a big picture of a corporate brand, how corporate branding works, and what it takes to manage a corporate brand. In the movie The Matrix, Mr. Anderson is invited to come behind the scenes to see and experience a world beyond the projected image. My book chapter’s title welcomes you to discover and experience a corporate brand’s reality with its opportunities and challenges. The Corporate Brand Identity Matrix (Urde, 2013; Greyser & Urde, 2019) provides a structure and logic for this discovery with topics and questions to be further developed and discussed in our book.
