Why Should Muzak Rebuild its Identity?
Identity management is not the same thing as brand management. Brand management focuses exclusively on the marketing of a brand as a stand-alone item while identity management is the creation of an aesthetic that expresses an organization's "character". This allows the company greater flexibility while collecting all of its various endeavors within a totalizing framework. Moral architecture conveys the ethic particular to the company which built it. It forms the unifying layer of a company's basic identity and defines the key positions and aesthetics that make it unique. This results in clear and distinct experiences which build stable and trusting relationships between the company, its customers, and employees.
Consumer and corporate culture are constantly being constructed. Architecture, like Muzak, provides the instructions for living within it. Moral Architecture conveys an overall identity while taking a back seat to the real star of the company, its content.
The ultimate product of the corporation is the customer and employee herself.