About: Tony Spaeth

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Otto Lucien Anton "Tony" Spaeth', Jr. February 6, 1934 - January 13, 2021 – born in Saint Louis, Missouri – was a corporate identity planner, consultant, critic and teacher. His work developed the premise that institutional branding systems are best understood as tools of leadership – tools to establish directional clarity, motivate performance, and affect structural change as well as to revitalize market presence:

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rdfs:label	Tony Spaeth (en)
rdfs:comment	Otto Lucien Anton "Tony" Spaeth', Jr. February 6, 1934 - January 13, 2021 – born in Saint Louis, Missouri – was a corporate identity planner, consultant, critic and teacher. His work developed the premise that institutional branding systems are best understood as tools of leadership – tools to establish directional clarity, motivate performance, and affect structural change as well as to revitalize market presence: (en)
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dcterms:subject	Living people 1934 births Harvard Business School alumni Brand management Market researchers Princeton University School of Architecture alumni
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Link from a Wikipage to another Wikipage	Living people Commonfund Corporate Identity Outward Bound USA Corporate identity Anthony Bailey (author) 1934 births Harvard Business School alumni Brand management Dow Jones & Company Flowserve For Inspiration and Recognition of Science and Technology Market researchers The Conference Board Princeton University School of Architecture alumni Celera Genomics Eastman Chemical
Link from a Wikipage to an external page	http://www.corporatebrandmatrix.com http://www.partners63.org http://www.project55.org https://web.archive.org/web/20091222051538/http:/www.identityworks.com/forum/
sameAs	Tony Spaeth Tony Spaeth Tony Spaeth Tony Spaeth
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has abstract	Otto Lucien Anton "Tony" Spaeth', Jr. February 6, 1934 - January 13, 2021 – born in Saint Louis, Missouri – was a corporate identity planner, consultant, critic and teacher. His work developed the premise that institutional branding systems are best understood as tools of leadership – tools to establish directional clarity, motivate performance, and affect structural change as well as to revitalize market presence: "In preparing an imaginary consulting proposal, the author provides a practical, comprehensive overview of two major groups of identity issues: content - making sure the program is right; and execution - making sure the program is working. It is a thorough primer rich with examples and commentary on the nuances of decision making." (Tony Spaeth - Diagnosing Corporate Identities, Design Management Journal, 1991) (en)
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