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The wrong way

20th April 1979, Page 36
20th April 1979
Page 36
Page 36, 20th April 1979 — The wrong way
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Which of the following most accurately describes the problem?

It was inevitable that in a discussion about corporate identity, Leyland's name should arise. Wally's comment was: "Any design consultant who thinks he is going to get British Leyland right by himself . . has got another think coming."

In my view, much of Leyland's troubles stem from earlier obsession with corporate identity. The fine reputation of Leyland commercial vehicles has been unnecessarily tainted by association with the car side of the business. Goodwill has also been lost in the obliteration of great names such as AEC and Albion.

The corporate giant has manacled once-lively and successful units and has replaced competitive vitality by internal strife and an outward appearance of helplessness. It is a classic example of corporate identity gone wrong.