Reputation Strategy and Analytics in a Hyper-Connected World

Chapter Four Breaking the Branding Sound Barrier: The Role of Reputation Strategy

Executive Summary: Reputation is a strategy and strategies don’t spring into existence overnight; they require thoughtful construction and attention to detail. Great branding is measured through a brand reputation that allows it to be resilient in all types of market conditions—from crisis to new breakthroughs. Great companies rely on their core principles, values, and beliefs. They don’t rely solely on tactics; they use their “reputational equity” to weather the storm.

The Dark Matter of Marketing

Scientific theories abound about the abundance of the universe’s “dark matter.” Profound debates rage about its nature, volume, and the impact this invisible hand has on just about everything.

Successful brand management is tough because, much like mysterious dark matter, the brand is very much affected by a myriad of mega-forces that fall outside the purview of brand management, such as CEO performance or a disruptive new entrant in the market. Within this very volatile environment, one can barely keep all the stars aligned, much less understand the interdependent nature of what one can see and the dark matter of marketing that one cannot see.

Why Reputation Matters

This is the primary value of a Reputation Strategy. It can be the guiding star shining a light on how all the variables contribute to or detract from the corporate brand. Through a rigorous set of dimensions that one can measure, reputation ...