The recent Annual Reputation Leaders study found that 65% agree that reputation management is a top priority for executives and Board directors. This is up from 56% in 2013, with an expectation that even more focus will be put on reputation in the future. Why is reputation becoming an increasingly prominent area of focus?
On the one hand, the study reveals that business leaders around the world find that even with the best business strategy, success is increasingly difficult to attain. Growth is harder to achieve. Financial markets are unforgiving. Product launches don’t always live up to expectations. Even employees don’t recognise a purpose behind the company they work for - beyond profits.
On the other hand, customers, opinion leaders, media, investors, regulators, employees and many other stakeholder groups care more about who you are as a company than what you sell – 78% of the business leaders surveyed agreed with this statement. With dozens of new channels available to find out about you and express their views about you, all manner of stakeholders have increased potential to disrupt your strategies. The messages you want to communicate have to compete with what others are communicating about you, and this competition limits your effectiveness.
How do you make the right decisions in this complex environment?
Using a reputation lens, you can identify which stakeholders matter most to your to your success and what they want from you. Reputation research isn’t just about the score. The most successful companies use it to understand what matters most to your stakeholders, what they expect of you, and what you must do to meet their expectations. The results are then used as input for strategy development.
When asked to define the tangible benefits from a strong reputation, the top four benefits respondents in the study mentioned were: driving competitive differentiation (60%), attracting and retaining top talent (49%), better collaboration and partnership with key opinion leaders and policy makers (43%) and better crisis management (37%).
Armed with this understanding, you will make decisions that deliver superior returns and successful results.
Conducted among 301 business leaders from 29 countries, the 2014 Annual Reputation Leaders study looks at reputation priorities from business leaders around the world. You can download the full report, 'Playing to Win in the Reputation Economy' by Kasper Ulf Nielsen, and for more information contact Marna Harmey at The Reputations Agency on 01-6618915 or email firstname.lastname@example.org.
RT : The Rolling Bones. 325 km finished. The bones have stopped rolling. Thanks for everyone's support and donations. …
The success of our work for & their one born every minute sponsorship is getting noticed on
New wheels for the ... Roads have never been safer!
RT : Delighted to have worked with + for the Campaign …
We're doing the Workplace Fitness Challenge - starting with a sunny walk around the Liberties at l…
Excited for this one. Cognitive Solutions with from . Looking at how such a broad field can be applied to marketing
Examples of Google testing real time voice ads in . Interesting to see the future of search intent!
ABCDs of online video - Attract Attention Brand Naturally w/ Purpose Connect w/ Emotion and Storytelling Direct The Viewer
Great online video insights from from Google. "Stop interrupting and start being what people are actually interested in"
Unbelievable night for our clients at Congrats one & all
Get in!!!!!! win the best integrated campaign at Over the 🌙
Huge congrats to for winning the best Brand Campaign award at
Congrats to for taking home the best in eCommerce at . Great team. Well deserved
RT : The winner of the Loyalty Marketing Award is...
Great night so far at . Fingers crossed for !
One of our planners, Colette, took a trip to and brought back lots of quality info. We'll share real…
Congrats to our housemates on their win(s) at the inaugural !!
We're very happy to have received 3 nominations for our work on …
RT : We this image made by using an image from with Wexford imagery - a beautiful synergy! …
RT : Lovely work from in
RT : One of our most popular ads already, welcome to in the 70s!
RT : Something a little different for this time. Well done Gav & Leo :)
RT : Congratulations to and on winning the Craft Award for Copywriting.
And our third of the night is a bronze for EuroMillions with in the Best Art Direction category!
And it's a silver next for ourselves & for best FMCG/Retail for Money Multiplier !
First award of the night, is a bronze for Money Multiplier in best digital marketing campaign!…
Direct from SXSW 2017 this am with in the Poetry Society
Our new stings for sponsoring One Born Every Minute UK, directed by John Hardwick launch toni…
Amazing shoot and production experience with John Hardwick &
RT : Congrats on being shortlisted for your campaigns 👍👏👏
Delighted with our nominations for for . Now for cake!
Beautiful sunset in last night 🎬
You're all your baby needs with love from & all of us 💕💕💕
A short letter from our partners in honour of yesterday. Have a read :)
RT : Our study shows an increase in awareness…
Congrats to all shortlisted for 🏆
RT : Congratulations & on winning Best Creative for Money Multiplier at …
Ready to go here launch. Class setup
Did u see Shane Griffin ? Bet you didn't realise all the behind the scene on this ad!
Day two 🖌
RT : did it aga…
RT : Final round! The Best Creative winner is & for Money Multiplier …
Silver for best in retail and consumer goods 🏆🙏🏼✌🏻️
Bronze for best app/best use of mobile
Outdoor Retailer buck the trend on Black Friday, closing their doors and asking people to …
A great pop at Trump from Mexican microbew . Hiding in plain sight
RT : Thank you to the great and attentive audience. All the best to Dublin. Hope to see you soon!
RT : . is the winner of Best Rated - Large Format, congrats! Creative: Media: …
For the week thats in it presented this simple and fun use of Snapchat by Gatorade around the SuperBowl…