The Power of Reputation
David Breen September 22 2016
Brand
CultureEngagement
Advocacy
Reputation
Reputation Matters
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Reputation Drivers
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Drivers vary as businesses move from start-up to challenger to incumbent
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AMR Reputation Index 2016 – No. 17 Woohoo!
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AMR Reputation Index 2016
Reputation Deliverables
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A strong reputation will deliver crisis protection, advocacy and the ability to attract top quality employees
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Reputation ranking
• Discover
• Experiment
• Validate
• MVP
• Scale
1. Pick up the PACE of change with customer as partner
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“On the face of it, shareholder value is the dumbest idea in the world…Shareholder value is a result, not a strategy – your main constituencies are your employees, your customers and your products.”
Jack Welch
2. Develop/strengthen purpose
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3. Strengthen organisational culture
“What your employees do when the boss is out of the room.”
1. Leadership team2. Workplace design3. People placement4. People development5. Symbols6. Business management processes7. Performance management8. External relationships
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4. Focus on communications
Challenge is consistency of message:
• Delivered through the organisation
• Received by all in the organisation
• Importance of non-verbal communication (walk the talk)
5. Shift sustainibility from defensive to systemic
Integration in core business, policy
development, goal setting, reporting
Innovative business models, new processes, products and services
Protecting shareholder value
Philanthropy, supporting causes through
Foundation
PR tool to enhance brand and image
Defensive Charitable Promotional Strategic Systemic