Corporate Reputation Partially based on Ronald Alsop’s,

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Presentation transcript:

Corporate Reputation Partially based on Ronald Alsop’s, 18 Immutable Laws of Corporate Reputation 11/15/2018

A. Establishing a Good Reputation Maximize your most powerful asset “The purest treasure mortal times afford is a spotless reputation.” – Shakespeare “A strong corporate reputation is a life preserver in a crisis and a tailwind when you have an opportunity.” Bill Margaritis of FedEx 3.65 years to restore a reputation Measure your reputation Reputation quotient Fortune, Forbes 11/15/2018

Establishing, cont. Adapt to multiple audiences Rate audience importance Levi Strauss case Live your values and ethics Performance appraisal Reaffirm, reinforce, revise Community service To publicize or not publicize? 11/15/2018

Establishing, cont. Convey a Compelling Vision Create Emotional Appeal Microsoft –”A computer on every desk and in every home.” JetBlue – “to bring humanity back to air travel” Create Emotional Appeal Maytag Repairman Customer delight 11/15/2018

B. Keeping a Good Reputation “Glass, china, and reputation are easily cracked, and never well mended.” - Benjamin Franklin Recognize your shortcomings Hardee’s GM Monitor ever-present perils Starbucks case ($130/water 9/11) Chief Reputation Officer 11/15/2018

Keeping cont. Use employees as champion Control the Internet AT&T “Monkey Biz” Ben and Jerry’s, Manager Of the Mission Control the Internet www2.coca-cola.com/contactus/myths_rumors/index.html www.ihatestarbucks.com www.urbanlegends.com E-influential Positive = 11 others Negative = 17 others 11/15/2018

Keeping cont. Speak with a single voice Beware of reputation “rub-off” Logos (example IBM = 800 logos) Consistency & clarity Beware of reputation “rub-off” K-mart & Martha Stewart Oil companies 11/15/2018

C. Repairing Reputations Manage crises with finesse Fix it right the first time “Show me, don’t tell me” Never underestimate the public cynicism ROT: Big = Bad If all else fails, change your name Case – Anderson Consulting to Accenture 11/15/2018

D. Odds & Ends Develop an AA pyramid Scrutinize your core messages Remember the tale of the hummingbird feeder Memorable Actionable Motivational Enduring Comprehensive Theme 1 Theme 2 Theme 3 11/15/2018