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Thought Leadership: Brain Power as a Leading Indicator


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Presentation given as part of Reputation seminar put on by Risdall McKinney Public Relations.

It takes intentional, purposeful effort to create and sustain a brand. A thought leader is an action-orientated participant in inudstry and cosnumer forums. An ongoing process, today's contrbutions lead to tomorrow's business success. Reputation is on the line every day.

Published in: Education, Business
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Thought Leadership: Brain Power as a Leading Indicator

  1. 1. Thought Leadership Brain Power as a Leading Indicator Eva Keiser, APR
  2. 2. <ul><li>Is its own advertising and quality seal. </li></ul>A Good Reputation… <ul><li>Can bring in more customers in the good times and be a protective buffer in the bad times. </li></ul>
  3. 3. Reputation Consequences <ul><li>Positive Behaviors </li></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><li>Commitment </li></ul></ul><ul><ul><li>Cooperation </li></ul></ul><ul><ul><li>Trust </li></ul></ul>
  4. 4. Reputation Consequences <ul><li>Bottom Line Impact </li></ul><ul><ul><li>Purchase products </li></ul></ul><ul><ul><li>Invest </li></ul></ul><ul><ul><li>Recommend / Referrals </li></ul></ul><ul><ul><li>Work for company </li></ul></ul><ul><ul><li>Benefit of doubt in tough times </li></ul></ul>
  5. 5.  If you lose dollars for the firm by bad decisions, I will be understanding. If you lose reputation for the firm, I will be ruthless.  − Warren Buffett
  6. 6. Reputations You Admire?
  7. 7. Whose Reputation Do You Admire? <ul><li>Direct TV </li></ul><ul><li>Johnson & Johnson </li></ul><ul><li>Kraft </li></ul><ul><li>Walmart </li></ul><ul><li>Walt Disney </li></ul>
  8. 8. <ul><li>Reputations are built on perceptions. </li></ul><ul><li>So how are you perceived? </li></ul><ul><li>Combination of perception and reality </li></ul>
  9. 9. From 1 to 5 what is the external perception of your company’s trustworthiness? <ul><li>Not Trustworthy </li></ul><ul><li>Weak </li></ul><ul><li>Neutral </li></ul><ul><li>Moderate </li></ul><ul><li>Trustworthy </li></ul>
  10. 11. Reputation’s Core Pillars <ul><li>Deliver high quality innovative products/ services </li></ul><ul><li>Practice transparent and ethical business, treat employees well and engage with society </li></ul><ul><li>Articulate a clear vision for the future </li></ul>
  11. 12. Reputation Components <ul><li>Customer focus </li></ul><ul><li>Emotional appeal </li></ul><ul><li>Employees/workplace </li></ul><ul><li>Financial performance </li></ul><ul><li>Leadership </li></ul><ul><li>Management credibility </li></ul><ul><li>Quality </li></ul><ul><li>Reliability </li></ul><ul><li>Social responsibility </li></ul><ul><li>Public trust </li></ul><ul><li>Brands </li></ul>
  12. 13. <ul><li>The way in which the outside world expects a company to behave or perform is its most important asset. </li></ul>
  13. 15. What are some threats to your company’s REPUTATION
  14. 17. Building a Reputation <ul><li>Intentional, purposeful effort to create and sustain a brand </li></ul><ul><li>Action-oriented participant in industry and consumer forums </li></ul><ul><li>Ongoing process </li></ul><ul><li>Reputation on the line, everyday </li></ul>
  15. 18. Citizenship One Element <ul><ul><li>70% of executives surveyed cited “ reputation was as a driver of corporate citizenship , tied with top spot with ‘it fits our company traditions/values.’” </li></ul></ul>2009 State of Corporate Citizenship
  16. 19. Impacting Reputation
  17. 20. <ul><li> You can't build a reputation on what you are going to do.  </li></ul><ul><li>− Henry Ford </li></ul>
  18. 21. <ul><li>Reputations are built on a foundation of communications but also deeds. </li></ul><ul><li>Stakeholders can see through efforts that aren’t supported by real and consistent business activity. </li></ul>
  19. 22. A company’s reputation is built on actions not “spin”
  20. 23. Top Ways to Build a Reputation
  21. 24. <ul><li> Thought leadership is the recognition from the outside world that the company deeply understands its business, the needs of its customers and the broader marketplace in which it operates.  </li></ul><ul><li>− Elise Bauer </li></ul>
  22. 25. <ul><li>Thought leadership turns your organization’s activities into intellectual capital that supports your position , expertise and point of view to shape and influence perceptions about your company. </li></ul>
  23. 36. Who is responsible for your company’s REPUTATION?
  24. 37. Reputation Responsibility
  25. 39. Cultivating the Mindset <ul><li>Love what they do </li></ul>2. Have the drive to teach 3. Reach out and communicate 4. Take risks with messaging 5. Balance confidence with curiosity & learning 6. Put in the time today
  26. 40. Cultivating the Mindset 7. Never stop working, connecting and communicating
  27. 41. <ul><li> Good words do not last long unless they amount to something.  </li></ul><ul><li>− Chief Joseph, Nez Per ć e </li></ul>
  28. 42. Thank You