The Reputation Impact Indicator - Key Findings

The Reputation Impact Indicator - Key Findings

• 1.
  TRUTH Companies with aclearly defined Mind Space will enjoy a more robust corporate reputation, while companies with a low “relatability” factor will have a weaker reputation. In the survey, companies with clear Mind Space enjoyed a reputation that was 43% higher on average than those that did not. IMPLICATION Building positive associations in the stakeholders’ minds’ eye is key for Mind Space. This is where authentic and engaging storytelling is crucial. TRUTH What the audience values and the expectations it has of a company is largely decided by the industry in which the company operates. IMPLICATION Management and communications professionals must have an understanding of the specific reputation dynamics within their field of business. TRUTH In today’s digital era, the number of exchanges between a company and the customer has exploded – how do you create meaningful connections? IMPLICATION Companies must use fact-based input to evaluate which elements of their communications have the most positive impact on their reputation. TRUTH Delivery of a company’s core business and ethical business behavior are the main drivers of corporate reputation for the general public. IMPLICATION The way an issue is handled and the perceived level of transparency and sincerity can have as large impact on the reputation of the company as the issue itself. TRUTH Brands are global; corptorate reputation is local. IMPLICATION A global strategy for brand building and marketing does not mean that a company can take a global approach to reputation. TRUTH Reputation is more dynamic than ever before; the challenges this poses to a company have never been greater. IMPLICATION With pressure on the bottom line never greater, companies should free themselves to focus on optimal rather than maximal reputation. The Reputation Impact Indicator Key Findings ‘Mind Space’ matters Finding the right balance Global brands, local reputations Actions speak louder than words Navigating complexity with facts Industry specifics