Tell the truth.
Prove it with action.
Listen to the customer.
Manage for tomorrow.
Realize a company\u2019s true
Conduct public relations as if the whole company depends on it.
when you hear its name.
Brand is something you build.
Brand is apromise.
hear a company name.
Reputation isbeha vior.
Reputation is something you
Ask Dick Grasso, former CEO
of the New York Stock
Boeing: Forever new frontiers.
Microsoft: Where in the world do you
want to go?
Ford: Quality is Job 1
The Catholic Church: A place of trust
Martha Stewart: It\u2019s a Good Thing
The U.S. Military: Liberators
Microsoft: You have no choice.
Ford: Safety is someone else\u2019s job
The Catholic Church: The ultimate
\u201cSuccessful diversified brands pursue
three strategies: they find and constantly
reinforce the \u2018golden thread\u2019 that knits
together their diverse businesses; they
invest in building high-credibility
personalities; and they systematically
leverage their brands.\u201d
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