Comments on: Does Your Corporate Reputation Have New Owners?

By: The weekly quick list | USiT

The weekly quick list | USiT — Wed, 30 Jun 2010 08:54:05 +0000

[...] Does Your Corporate Reputation Have New Owners? by Craig Pearce (suggested by Pat) [...]

By: sean williams

sean williams — Sat, 26 Jun 2010 13:51:34 +0000

Love the comments on internal comms. Will write more on this later!

By: David Park

David Park — Fri, 25 Jun 2010 08:30:19 +0000

Craig B. Thanks on behalf of Craig P (if I may) for the comment.

I agree. And I note you refer to ‘brand reputation issues’. Which prompts a confession that I’ve not been prescriptive about ‘brand’ versus ‘reputation’ here. I’ve avoided it because explaining brand attributes and reputation elements to corporations usually ends up with someone saying “our brand is our reputation” or vice versa. Not the time to be pedantic I’ve found.

But I agree with you that the central issue is the shift in control. “They” are increasingly owning “Brand We” and controlling “Corporate Reputation.”

Regardless – isn’t it a fascinating shift in societal and market comms to observe?

parky

By: Craig Badings

Craig Badings — Fri, 25 Jun 2010 06:50:42 +0000

Craig, I agree with David’s views although I would add that the reputation of a company has always been decided by the market. The attributes attached to a brand come from the market – the company may try and control these through various marketing mediums but ultimately the market attaches a brand value and reputation to that entity.

However, it is the control of the message that is switching hands as consumers literally take brand reputation issues into their own hands through social media channels and online consumer journalism.