Reputation Gurus

Change rules. Change really does rule in the world of reputation management, and it liberates us as communications professionals. It allows us to evolve our thinking. No longer are we constrained by the antiquated “it’s always been this way” approach. When I hear that from a client, it’s a sure sign that a rule needs changing. And, by changing it, we’ll work together to build something great.

In the coming weeks and months, we’ll explore a lot of changing rules. Here’s the first.

Old Rule: Corporate brands are less important than consumer brands.

New Rule: Enlightened companies understand that corporate brands are actually more important. Until recently, companies put significant resources into developing their consumer-facing brands, and far fewer in building their corporate brands. But, times are changing. Many companies have realized that the corporate brand is, in many ways, more important than their consumer positioning – and that the consumer brand is a subset of their overall corporate brand. By focusing on bolstering the corporate brand, companies expand their license to operate in the communities they serve and attract better talent.