Larry Ackerman is a senior vice president of Siegel & Gale, an international consultancy specializing in business transformation through corporate brand management and Internet strategy. His consulting experience is diverse, ranging from health care, manufacturing and consumer products, to financial services, professional services and utilities.

He writes and speaks extensively about corporate identity and culture and their impact on business performance. His work has appeared in The Journal of Business Strategy, Across the Board, Leaders, Focus on Change Management and the American Management Associations Management Review.

From publisher


Brand names, logos, and slogans are the identifying marks of corporations, but in the turbulent environment of the business world, these markers have little effect on the success of a company. Instead, it is an organization's underlying identity that contains the key to creating value, which, in turn, drives the success of the corporation. This enterprising book reveals how organizations can adapt successfully to the fast-paced marketplace when decisions are based on the bedrock of identity. The author's "laws of identity" will help managers be authentic leaders, recruit employees who will flourish in the corporate environment, and develop a product mix that both meets customer needs and highlights the talents of the organization.