Most people interested in media, marketing and technology think of smartphones as the device that is putting the PC world to rest. Yes, personal computers are still pervasive, but the growth of smartphones has been exponential and astounding all in one breath.

The speed with which our world now lives could well put an end to the world of iconic brands. Before all of this connectivity, a great brand could stand the test of time. It now seems like insanity. The Beatles were iconic. Do you believe that any of the musicians today that we admire will be able to leave this kind of legacy? What about companies?

A collective identity is the organizational DNA that gives people a common sense of culture and belonging, and allows them to feel that they are part of something bigger than themselves. It's one of the reasons why we hear so many people say they love their company or profession and talk about it as a lifestyle. As the next generation moves into the workplace, a generation that is more connected through social media than any other, here are a few tips for corporate leaders to develop and foster a collective identity in their organizations.