Corporate Reputation

Partially based on Ronald Alsops,

18 Immutable Laws of Corporate Reputation

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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 Reputation quotient

Measure your reputation

Fortune, Forbes
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Establishing, cont.

Adapt to multiple audiences

Rate audience importance Levi Strauss case Performance appraisal Reaffirm, reinforce, revise Community service To publicize or not publicize?
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Live your values and ethics

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Establishing, cont.

Convey a Compelling Vision

Microsoft A computer on every desk and in every home. JetBlue to bring humanity back to air travel Maytag Repairman Customer delight
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Create Emotional Appeal

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B. Keeping a Good Reputation

Glass, china, and reputation are easily cracked, and never well mended.
- Benjamin Franklin

Recognize your shortcomings

Hardees GM

Monitor ever-present perils

Starbucks case ($130/water 9/11) Chief Reputation Officer

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Keeping cont.

Use employees as champion

AT&T Monkey Biz Ben and Jerrys, Manager Of the Mission

www2.coca-cola.com/contactus/myths_rumors/index.html

Control the Internet

www.ihatestarbucks.com www.urbanlegends.com E-influential

Positive = 11 others Negative = 17 others

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Keeping cont.

Speak with a single voice

Logos (example IBM = 800 logos) Consistency & clarity K-mart & Martha Stewart Oil companies

Beware of reputation rub-off

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C. Repairing Reputations

Manage crises with finesse

Fix it right the first time Show me, dont tell me

Never underestimate the public cynicism

ROT: Big = Bad Case Anderson Consulting to Accenture

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If all else fails, change your name

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D. Odds & Ends

Develop an AA pyramid Scrutinize your core messages

Memorable Actionable Motivational Enduring Comprehensive

Theme 1 Theme 2 Theme 3

Remember the tale of the hummingbird feeder

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