Building Reputational Capital: Strategies for Integrity and by Kevin T. Jackson

By Kevin T. Jackson

This useful consultant unearths simple rules of integrity and equity with which enterprises can construct a permanent acceptance. the writer outlines the benefits of a pretty good popularity, describes the important position the firm's chief needs to play, and masses extra.

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By Kevin T. Jackson

This useful consultant unearths simple rules of integrity and equity with which enterprises can construct a permanent acceptance. the writer outlines the benefits of a pretty good popularity, describes the important position the firm's chief needs to play, and masses extra.

Show description

Read or Download Building Reputational Capital: Strategies for Integrity and Fair Play That Improve the Bottom Line PDF

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In marketing parlance, products and services give customers functional benefits and psychological boosts. Clothing fashions can put wearers in an "in crowd," or they can express wearers' moods and emotions. All this brings competitive advantage. Faced with functionally similar offerings—most shirts do a similar job of covering us—consumers choose products and services carrying symbolic meaning. Some advertisers—the ones that came up with the Marlboro Man spring to mind—are legendary for cooking up brand images that tap into people's self-image and desired lifestyle.

Wherever you are in the world, it's easy to find a Starbucks when you're looking for their familiar green mermaid emblem. Managers commonly—and mistakenly—assume that changing a company's identity symbols by itself will magically improve the company's image and reputation. Identity changes rarely improve image and never elevate reputation. Immediately following a parade of scandals with the sale of many of its financial services products, I noticed that the color and font of Prudential's name, emblazoned on the side of its headquarters in Newark, NJ, were charged.

Currency devaluations, changes in consumer tastes, technological innovations, departures of key clients, shifts in the political climate, revisions in government policy, natural disasters, and wars all have the potential to turn a good company's gains into losses overnight, rendering simple equations of integrity and profitability dubious. Plus, since even experts disagree about how to go about defining and measuring things like "ethics," "integrity," "social responsibility," and "outstanding financial performance," it's best to approach the problem with a healthy amount of discretion and humility.

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