Image building works in ripples. The source of communication ripple is the top management. The ripple spreads to the innermost circle of employees. Then comes the suppliers and bankers. Later, the effect passes on to the customers. Next it reaches opinion makers like the press, the elite, the government and its steel frame — the bureaucracy, and finally the ripple dissolves into public at large. In corporate image image building, we cannot talk directly to the general public, bypassing the intermediate groups. The effect of communication is felt much more closer to the source, and it is lesser the farther away we are from it. Most corporate campaigns have a salutary effect on its employees. Image building starts at the source, from where the ripple originates. It is possible to leapfrog over the immediate layers by targeting a specific group by direct communication. Such communication should not cause negative ripples in other layers. As there is no ‘reverse ripple’ corporate image cannot be based on outside factors.