About the Authors

John M. T. Balmer holds the Chair of Corporate Identity at Bradford School of Management, UK, and is on the editorial board of several international journals. He has worked on identity projects for the BBC and Mercedes Benz and is a graduate of the Universities of Durham, Reading and Strathclyde.

Stephen A. Greyser is Richard P. Chapman Professor (Marketing/Communications) Emeritus at Harvard Business School, former Harvard Business Review Editorial Board Chairman, and past Executive Director of the Marketing Science Institute. He is a Fellow of the American Academy of Advertising, for career contributions to the field. He is responsible for over 300 published case studies, numerous journal articles, and 15 books and monographs.