Modern communications are based on a growing density of messages and a growing accessibility of media. Corporate image wars are being fought with increasingly dense and creative symbols and metaphors. The more standardized and ‘macdonaldized’ corporate identities become, the more the PR and marketing specialists are seeking to invent, surprise and shock. In the light of unpredictable twists and transformations in the cultural landscape the author makes three predictions.

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Keywords advertising, brand, communications, corporate branding, e-communication, identity, image, intangibles, philanthropy, positioning, reputation, stakeholder
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Journal Corporate Reputation Review
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Magala, S.J. (1999). Predictably Wild: Taking Liberties with the Corporate Image. Corporate Reputation Review, 2(3), 231–248. doi:10.1057/palgrave.crr.1540082