Multiplicity in corporate identity strategy

In this article, van Riel’s theory of common starting points is applied to an organisation in order to further our understanding of the way in which multiplicity may be managed within the corporate identity mix. The article begins by outlining the challenges that postmodern theory has posed for corporate identity theory and the contribution that van Riel’s theory can make to addressing these challenges. The theory of common starting points is then applied to the corporate identity of the Mainfreight corporation.