Tag Archives: Reputation

It’s time for corporate brands to step up

Corporate brands need to step up. Now is the time to rethink your corporate brand in light of the new expectations and interactions it faces. Once upon a time, we could categorize stakeholders by their occupations. Today, stakeholders can create themselves by their level of advocacy, and the tools to create that advocacy have become much more democratized and scalable. Individuals can become influencers quickly and with global reach. Their advocacy may be aimed at a particular product, but as often as not, they pierce the corporate veil and go straight to the corporate brand. Why do this? Because people are smart. They understand that products don't make decisions, companies do; products don't run afoul of labor standards, companies do; and products don't have environmental problems, companies do.
Posted on November 30, 2011 By Virtual Vantage Points
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Brand comms strategies must evolve with technology

Let's talk about brands for a minute. I think this may be an area where semantics have overtaken common sense. I've read heated online exchanges about the difference between brand and reputation, but the difference when discussing corporate brands seems only one of perspective. The brand is the promise, the reputation is the success in delivering on that promise. When we talk about corporate brands, what are we really talking about? It is the promise those brands are making to a range of potential stakeholders about what they can expect from the company. With that in mind, I am always stunned when a company gives short shrift to its corporate brand under the delusion that “no one is buying the corporate brand – they're buying the products.”
Posted on November 28, 2011 By Virtual Vantage Points
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Measuring the Value of Reputation

As I’ve mentioned in previous posts, APCO released the results of our inaugural Return on Reputation ("ROR") Indicator study that focuses on the retail sector. The survey was conducted among nearly 10,000 respondents representing consumers, community activists, policy-makers, retail employers, and investors and analysts, and I’m excited to say that our analysis is complete. We found that addressing the key issues and expectations of stakeholders to improve reputation has a statistically significant impact in shaping the behavior of these stakeholder audiences – and that shapes the operating environment and leads to real business outcomes.
Posted on July 9, 2010 By Bryan Dumont
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Supplier Scorecards: Earning a Return on Reputation

My colleague James Robinson recently discussed how P&G and other companies have begun to require suppliers to complete a "sustainability scorecard." James believes this trend could lead to heightened public awareness and "drive changes in demand and purchasing decisions." APCO will soon be releasing results from a ground-breaking study among nearly 10,000 respondents that looks at the [...]
Posted on May 20, 2010 By Bryan Dumont
Categories  Corporate Responsibility Reputation | Also tagged , | 1 Comment

A Tale of Two Corporate Crises – Why Reputation Matters

I was just looking at how much Goldman Sachs' stock value fell after the recent SEC investigation was announced. Since April 16, the stock has fallen by 21 percent. The real challenge goes beyond this short-term loss of shareholder equity to how it will affect longer-term shareholder value and other outcomes. We've already seen how [...]
Posted on May 11, 2010 By Bryan Dumont
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