Interesting research from HBS via Booz's Strategy + Business.
This somewhat validates what I do for a living. I help corporate leaders use their brand to make decisions about all facets of their organizations... including technology. In other words your identity (your brand) is the source of energy from which everything else flows in your organization. It doesn't mean you stay static, it means you stay true to your purpose while always looking for ways to better fulfill that purpose.
Sometimes I really like reading research.