How can we build a company that will thrive over time?

Identity Based Management

In an effort to lay the groundwork for long-term success, many senior executives – perhaps you’re one of them – seek new and innovative ways to understand how their organization creates value and what its potential is. How can you build a company that becomes a magnet for talent, revenue and capital? And, then, how can you create a culture that works to realize that potential and a brand that reinforces it?


Making this happen starts by looking beyond conventional factors such as your business model, structure and operations. The essential challenge is to clarify the unique contribution your company as a whole is capable of making.


Make your organization’s identity a framework for management.


Brand strategy

Building a strong brand in today’s volatile, uncertain, complex and often ambiguous environment, starts by clarifying the identity of the enterprise as a stabilizing force in the midst of relentless change. We bring to this challenge more than 30 years of experience, creating brand strategies for many of the world’s leading organizations in diverse industries and around the globe.


Our strategies respond not just to tough external realities, but to major events that often spark confusion about the future. Such events include mergers and acquisitions, large-scale restructurings, perceived loss of brand relevance, declining market share, and chronic employee turnover.


On the strength of the company’s identity, strategy development addresses the two main requirements of effective branding: Brand content – clarifying the company’s value-creating potential, and Brand structure – creating a comprehensive model for how the company should present itself to the world to maximize perceptions of value.

Implementation Planning

Working with senior functional and business leaders, we create a framework for how to implement brand strategy so it becomes integrated into the fabric of the organization. Specifically, we address external and internal communications, marketing and sales, culture and human resources, and operations.


Our objective is to help put into place the infrastructure needed to ensure that the brand becomes a magnet for talent, revenue and capital, driving value creation, companywide.

Select Clients


  • Alcoa
  • BOC Group
  • Boise
  • Caterpillar
  • Cummins
  • Dayco
  • Dow Chemical
  • Gates Corporation
  • Ingersoll Rand
  • Lockheed Martin
  • Norsk Hydro
  • Raytheon
  • SKF
  • Westinghouse



  • Bell Atlantic
  • EDS
  • Keane
  • Southwestern Bell
  • Unisys

Financial services/Insurance

  • Aetna
  • Donaldson, Lufkin Jenrette
  • Fidelity Investments
  • Mitsubishi Bank
  • Moody’s
  • National Australia Bank
  • Prudential
  • State Farm Insurance


Professional services

  • Arthur Andersen
  • Boston Consulting Group
  • Deloitte
  • Ernst & Young
  • Korn/Ferry International
  • KPMG Peat Marwick



  • Dominion
  • DTE Energy
  • New York State Electric & Gas

Pharma/Health care

  • American Academy of Family Physicians
  • Baxter Healthcare
  • Boehringer Mannheim
  • DuPont Merck
  • HealthEd
  • McKesson
  • Rhone Poulenc Rorer
  • Upjohn



  • AARP
  • American Motors/Renault
  • Earthgrains
  • Ford
  • Interbrew
  • Maytag
  • National Geographic
  • National Trust for Historic Preservation
"I want you to know that your work has given us the compass we had hoped for. We constantly refer to it. When we deviate, it pulls us back."

—President, health care company

"One of my frustrations as CEO had been that I know we have the full range of competencies to give us significant competitive advantage, but could not prove it. The identity work Larry led showed that we do."

—CEO, leading appliance manufacturer

"We have been struggling to explain our company to investors. Our employees want to know what we stand for beyond aluminum and energy. Now, we have our north star."

—CEO, Norwegian conglomerate

Contact Larry to learn more about how you can manage through identity. 

Resources for Managing Through Identity



51-ihZlLLSL._SX328_BO1,204,203,200_Identity Is Destiny: Leadership and the Roots of Value Creation (2000)


A roadmap for senior executives who want to tap into the uniqueness and potential of their institutions to create lasting value. Buy now on Amazon.






Want to build a powerful brand? Think Iceberg


Navigating the Corporate Solar System


Build a Sustainable Brand


The Identity Code: A Tough Nut to Crack


Reframing the Rules of Value Creation


Secrets of the Corporate Brand


Humanize Strategy for Change


Branding for Integrity



Leading Through Identity, AARP Keynote Address, Washington DC, 2006




The Identity Effect: Cracking the Code on Value Creation

When it comes to building employee engagement and business performance, companies often look to others for best practices. For the most part, we’re ‘outside-in’ learners. What new research shows, however, is that having a strong identity is a prerequisite to engagement – and that learning from the inside-out is where to start.