implications of reputation: how intangibles can drive performance and build strategic advantage
TRANSCRIPT
Implications of Reputation: How Intangibles Can Drive Performance and Build Strategic Advantage
“No man is rich enough to buy back his past.”
Oscar Wilde(1854–1900)
Thomas Martin
ITT Industries
Arthur W. Page Society President
Implications of Reputation: How Intangibles Can Drive Performance and Build Strategic Advantage
“Opinion is ultimately determined by the feelings, and not
by the intellect.”Herbert Spencer
(1820–1903)
Bill Margaritis
FedEx Corporation
Conference Chairman
Lateral View of the Left Cerebral Hemisphere
Frontal Lobe Planning Attention Memory
Parietal Lobe(Integration)
Occipital Lobe(Visual Processing)
Temporal Lobe(Auditory Processing)
vision and leadership
products and services
emotional appealsocial
responsibility
workplace environmentfinancial
performance prunes!
grapes!prunes!
vision and leadership
products and services
emotional appealsocial
responsibility
workplace environmentfinancial
performance
vision and leadershipvision and leadership
products and servicesproducts
and services
social responsibility
social responsibility
workplace environmentworkplace
environment
Supports Good CausesEnvironment
Community Responsibility
Supports Good CausesEnvironment
Community Responsibility
emotional appealemotional appeal
financial performance
financial performance
AdmireTrust
Feel Good About
AdmireTrust
Feel Good About
QualityInnovation
Value
QualityInnovation
Value
Well ManagedGood Place to Work
Good Employees
Well ManagedGood Place to Work
Good Employees
Outperforms CompetitorsRecord of Profitability
Growth Prospects
Outperforms CompetitorsRecord of Profitability
Growth Prospects
Market OpportunitiesExcellent Leadership
Clear Vision
Market OpportunitiesExcellent Leadership
Clear Vision
reputation reputation
Key Reputation Drivers and Attributes
Key Reputation Drivers and Attributes
vision and leadershipvision and leadership
products and servicesproducts
and services
social responsibility
social responsibility
workplace environmentworkplace
environment
emotional appeal
emotional appeal
financial performance
financial performance
Brand PersonalityBrand Personality
Identifying Attributes
Identifying Attributes
Perceived ValuePerceived Value
HeritageHeritage
reputation reputation
Reputation and Brand AttributesReputation and Brand Attributes
Emotional BenefitsEmotional Benefits
SymbolsSymbols
Perceived QualityPerceived Quality
Functional Benefits Functional Benefits
Implications of Reputation: How Intangibles Can Drive Performance and Build Strategic Advantage