David Breen from ING Direct explored the power of reputation at the 2016 Summit. View his presentation here.

1. The Power of Reputation
David Breen September 22 2016

2. Brand
Culture
Engagement
Advocacy
Reputation
Reputation Matters
2

3. Reputation Drivers
3
Drivers vary as businesses
move from start-up to
challenger to incumbent

5. 5
AMR Reputation Index 2016 – No. 17 Woohoo!

6. 6
AMR Reputation Index 2016

7. Reputation Deliverables
7
A strong reputation will deliver crisis protection, advocacy and the ability to attract top quality
employees

8. 8

9. Reputation ranking

10. • Discover
• Experiment
• Validate
• MVP
• Scale
1. Pick up the PACE of change with customer as partner
10

11. “On the face of it, shareholder value is the
dumbest idea in the world…Shareholder value is a
result, not a strategy – your main constituencies
are your employees, your customers and your
products.”
Jack Welch
2. Develop/strengthen purpose
11

12. 12
3. Strengthen organisational culture
“What your employees do when the boss
is out of the room.”
1. Leadership team
2. Workplace design
3. People placement
4. People development
5. Symbols
6. Business management processes
7. Performance management
8. External relationships

13. 13
4. Focus on communications
Challenge is consistency of message:
• Delivered through the organisation
• Received by all in the organisation
• Importance of non-verbal
communication (walk the talk)

14. 5. Shift sustainibility from defensive to systemic
Integration in core
business, policy
development, goal
setting, reporting
Innovative business
models, new processes,
products and services
Protecting shareholder
value
Philanthropy, supporting
causes through
Foundation
PR tool to enhance brand
and image
Defensive Charitable Promotional Strategic Systemic