Bestselling Books on Corporate Reputation
Discussion weblog on reputation management. Discuss best practices, ideas, news, models, methods, theories, tools, questions and answers.
I got hold of an article in Asiamoney, Sept04 (thanks Dave) on the changing function and value of brands.
According to Douglas B. Holt, John A. Quelch, and Earl L. Taylor (HBR September 2004) it's time to rethink your global branding strategy.
R has become more important as a barometer of company health in recent years in the UK, according to MORI's annual Captains of Industry survey. In 2003, 48% of CEOs, chairmen and senior board members of the FTSE's top 500 companies spontaneously mentioned image and R as the main criteria they use to judge a company - ahead of indicators such as financial performance and product/service quality.
According to JupiterResearch, 90 percent of online users search the Internet for product and company information before they make a purchase. 91 percent percent of journalists say they use search engines to research articles, reports The Pew Research Center. And according to public relations firm, Burson-Marsteller, 84 percent of the group defined as e-fluentials - the group of the most influential "movers and shakers" who help shape opinions - have read product or service related messages on opinion Web sites in the past year. How do they find these Web sites? Search engines.
Reputation matters. If managed well, it is a valuable asset and represents a significant proportion of a firm's market value.
Jim Sloan of Hill & Knowlton makes some good remarks in an article on communicating on ethical standards, stating the public has grown cynical about corporations, and it is convinced that it's impossible to succeed without cheating. Day-to-day life reinforces this theory on many levels. Simply brandishing an ethics manual and stating proudly that all your employees must read it and sign it won't do, nor will putting an emphasis on teaching values and enforcing them - essental though that is. So convincing the public that you are not cheating today requires an extra dimension of persuasiveness about the business itself - conveying, in a believable way, just how you are going to succeed in an admittedly dog-eat-dog climate. Article