Reputation is about values and is also closely related to sustainability. Nowadays, when we talk about brand value, we talk about an intangible asset. Your reputation is your brand’s raw material, it is your most valuable asset; it carries you into the future. This is why reputation indices exist, and why the results of reputation assessments are becoming more influential in company acquisitions. Your financial values reflect your present; your reputation, on the other hand, reflects your future. Today’s customers take into consideration and question brands’ consistencies, stakeholder cooperation, supplier relationships, the value they give to their employees, their social awareness, and even their main strategies. They want to feel the difference and the value you offer; they want to step in and be involved. For consumers, the act of buying is now like an investment decision. They do not want to communicate, or be involved with businesses and brands which are not reputable, which they do not respect, which harm the environment, use child labor, exploit their employees, produce toxic materials etc. They prefer brands that they respect, that create value, and that will contribute to their own reputations.
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