Bestselling Books on Corporate Reputation
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According to Douglas B. Holt, John A. Quelch, and Earl L. Taylor (HBR September 2004) it's time to rethink your global branding strategy.
R has become more important as a barometer of company health in recent years in the UK, according to MORI's annual Captains of Industry survey. In 2003, 48% of CEOs, chairmen and senior board members of the FTSE's top 500 companies spontaneously mentioned image and R as the main criteria they use to judge a company - ahead of indicators such as financial performance and product/service quality.
Jim Sloan of Hill & Knowlton makes some good remarks in an article on communicating on ethical standards, stating the public has grown cynical about corporations, and it is convinced that it's impossible to succeed without cheating. Day-to-day life reinforces this theory on many levels. Simply brandishing an ethics manual and stating proudly that all your employees must read it and sign it won't do, nor will putting an emphasis on teaching values and enforcing them - essental though that is. So convincing the public that you are not cheating today requires an extra dimension of persuasiveness about the business itself - conveying, in a believable way, just how you are going to succeed in an admittedly dog-eat-dog climate. Article