reputação corporativa: desafios e oportunidades em tempos de crises
Post on 21-Oct-2014
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Leslie Gaines-Ross, uma das maiores especialistas do mundo em reputação corporativa. Autora de livros e estudos sobre o tema, Leslie é "estrategista-chefe" da Weber Shandwick (a S2Publicom é empresa do grupo). A especialista esteve no Brasil em encontros com executivos de comunicação de grandes empresas do País. Nos eventos realizados em São Paulo e Rio de Janeiro ela falou sobre a importância da construção e dificuldades da preservação da reputação de marcas e empresas. Confira a apresentação (em inglês).TRANSCRIPT
what stays the same & has changed in the new world of reputation
what is reputation?
Brand is personality;
reputation is character.
Brand is something you build;
reputation is something you earn.
Brand is a promise;
reputation is the result of
keeping that promise.
Paul Holmes
reputation
global
leadership
responsibility
communication
products
& services
talent
financial performance
reputation
Source: Reputation Institute, Weber Shandwick
what stays the same
what’s different -- the reputation economy!
Socio-political-geo Issues
Anti-Business & CEO Sentiment
Collateral “Industry” Damage
Chaos in Public Square
Doing Well by Doing Good
NGOs and Cynical Public
Insta-Rep
Digital Snipers
Country Reputation
government/ regulators
media
suppliers/ partners/ industry
general public/ opinion leaders
customers
financial community
employees
more complex stakeholders now
netizens
how to protect reputation and be most admired 7 easy steps
1. tell your story
Companies with excellent
reputations are 2.5 times
more likely to put their
CEO in charge of
positioning and actively
tell the corporate story. Reputation Institute
2. internalize
brand reputation
3. unify:
corporate
+
product
reputation
4. thought leadership
to enrich the company’s relationships with its key constituencies
to make the world aware of new insights
to build, support and sustain reputation
to influence industry agenda and own significant elements of it
to be strongly identified with the future
5. credentialize
6. be prepared
7. socialize