The world of the professional service company in the 1990s is vastly different to the grey world of introduction and privilege which persisted long into the second half of the 20th century: Lloyds has been shaken to the foundations; banks are seen to be anything but infallible; and accountants are being sued. None of them can sit back on the glow of general approbation which they enjoyed in the past. Each of them must now take pains to manage their image. But it will take more than a big smile in a short skirt to get it right for them. They need to rethink their whole posture towards the market and the differentiation of their firm from the mass of new and old competitors which surround them. In 22 short chapters, this book takes the reader through the key steps to building a positive corporate image, including specific guidance on how the author got it right and wrong over the last 25 years.