Metaphors from Alice in Wonderland illustrate firstly the ridiculous ...

corporate culture and market conditions (Melewar & Akel, 2005). He specialises in the context of the
HE sector. These components include intrinsic behaviour and choices as well as a drive to be holistic.
Because of the interrelatedness of the components of identity formation, each component such as the
promise made by the HEI to the student, parent and community, can have far-reaching strategic
consequences. The choice of HEI – often informed by branding material – will significantly influence
the individual‟s self-actualisation and self-esteem.
According to Maslow (Newell, 1995), realising one‟s full potential is only possible when one has
obtained self-actualisation. The latter depends on an authentic self-esteem that includes self-worth,
self-regard, self-respect and self-integrity as well as the ability to develop and survive adversaries
(Newell, 1995). Value-adding properties of self-esteem include the confidence to carry oneself in the
public domain and to own one‟s uniqueness. The synergy of an individual‟s choices, actions, thoughts
and feelings forms and is formed by self-esteem (Branden, 1997). This intertwined internal/external
cycle echoes the insider/outsider perspective of identity development and the role of branding in HEI.
According to Branden (2001), a positive stimulus, incentive or recognition can have a positive, but
temporal, comforting effect on the individual. Like a human being, an institution also goes through
developmental stages and processes throughout its existence, forming a unique and authentic
identity.
Authentic identity is characterised by value-based living, as is evident in the individual‟s commitment
to, and passion about the identified purpose and values, like-minded relationships, transparent
associations, and self-discipline to realise one‟s drive for personal growth and development (George,
2009). In addition, in mainstream counselling psychology, authenticity is viewed as the most vital
aspect of well-being (Wood, Linley, Maltby, Baliousis, & Joseph, 2008).
Aristotle distinguished between true self-love and vulgar self-love and, since then, true self-love is
often considered to be the primary basis for realising and adding value to one‟s potential, as well as
authentic identity development. By contrast, vulgar self-love is perceived as the cause of selfcentredness
(Greenberg, 2008).
In this study, authenticity is juxtaposed by the character of the detached, cynical and manipulative
Red Queen in Alice in Wonderland. She is efficient, ruthless, driven by ambition and self-love, willing
to trample over others, and destroys diversity and authenticity as she commands “Off with his head!”
This attitude and attribute of individuals is often found at institutional level, as formulated in the
following quotation:
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