Identity Marketing: Why We Exist

According to Kaj Morel, lecturer in Marketing & International Management at Saxion Academy, people have more than ever a need for authentic and integral organizations. In his new book Identity Marketing, Morel's first, he takes the organization's own identity as a starting point. Morel believes that companies must translate this into every fiber of the organization, resulting in an organization of significance.

Identity marketing starts from a positive image: people want to be meaningful to others. The book shows what powerful, pure organizations can emerge from this and gives the reader a flying start to become such an organization themselves.

Challenge

With the book, Morel invites organizations to question their own right to exist. Why are we here again? Will our organization be missed if it no longer exists, and why? The right to exist always lies in the meaning that organizations have for their employees, customers, and society.

In these organizations, people are given the space to achieve personal fulfillment in their work while simultaneously making their organization maximally valuable and attractive to customers and the community.

Morel: 'People are questioning rampant consumerism, the way we burden the environment is increasingly met with resistance, and the culture of greed has had global consequences. Discussions are being held about bonuses, fair trade, and sustainability. People want authentic and integral organizations with which they feel connected.'