A key corporate asset…

Good reputation is a fundamental corporate asset that is a principle driver of long-term success for companies. A significant proportion of the business value for many companies is made up of intangible elements related to reputation, including the value of the corporate brand. Consequently, reputation management is a strategic imperative that requires clear accountability throughout the organization.

The business context for reputation has changed…

Over the past several years the business context of reputation has undergone rapid change.

• Increasing regulatory pressure
• obligations to supplier/partner relationships
• environmental and social expectations of consumers and activists
• higher consumer activism

Consumers increasingly believe they can make a difference through their consumption choices. Stakeholders organize quickly and align with NGOs to drive agendas. The web and social media have enabled an “instant” spread of ideas and actions. The combination of higher expectations, the empowered consumer, and powerful networking media raises the bar for companies, especially global companies.

These factors have broadened the accountability for reputation beyond the offices of public affairs and corporate communications. Companies need vital information on how stakeholders affect reputation, and how a change in corporate reputation can directly impact key business metrics such as sales, cost of goods, inventory, and cost of capital.

GlobeScan understands reputation. We are experts at distilling the key strategic drivers of reputation given the complex environments in which global organizations operate. Our approach is fact based and research driven, and we have provided strategic advice to many of the world’s leading organizations.

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