Competitive aesthetics, semiotics, chaos and leadership: Corporate photography strategy for the CEO

Abstract

Purpose

To highlight to CEOs/corporate community the emergence and rapidly rising phenomenon: e‐photography as part of corporate communication. In the process, the paper provides concepts, models, tools and techniques in coping with this fast developing, global trend.

Design/methodology/approach

The paper reviews the literature of semiotics and emphasize a lack of focus amounting to neglect of research on photography. Citing Confucius, models are provided for conceptual testing in using e‐photographs for communicating. That it is the role of the CEO to emphasize on the visual as part of their competitive strategy. The paper also argues why e‐photography should become an integral part of corporate aesthetics and utilized for shaping corporate identity.

Findings

Finds that the dynamic role of technology is a business driver and should assist corporate communication practices in stimulating strategic thinking.

Originality/value

The paper is a very useful resource for CEOs and corporate communicators in utilizing the emerging tool of e‐photography for shaping corporate aesthetics as part of identity building strategy.

Citation

Check Teck, F. (2006), "Competitive aesthetics, semiotics, chaos and leadership: Corporate photography strategy for the CEO", Corporate Communications: An International Journal, Vol. 11 No. 2, pp. 109-125. https://doi.org/10.1108/13563280610661651