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Corporate Reputation

Corporate Reputation . Partially based on Ronald Alsop’s, 18 Immutable Laws of Corporate Reputation. A. Establishing a Good Reputation. Maximize your most powerful asset “The purest treasure mortal times afford is a spotless reputation.” – Shakespeare

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Corporate Reputation

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  1. Corporate Reputation Partially based on Ronald Alsop’s, 18 Immutable Laws of Corporate Reputation

  2. 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

  3. 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?

  4. Establishing, cont. • Convey a Compelling Vision • 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

  5. 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

  6. Keeping cont. • Use employees as champion • 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

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

  8. 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

  9. D. Odds & Ends • Develop an AA pyramid • Scrutinize your core messages • Remember the tale of the hummingbird feeder

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