This document discusses building and maintaining a good reputation through aligning business, brand, and communication strategies. It notes that consumers increasingly consider social and environmental factors when making purchasing decisions. To have a good reputation, companies need to focus on stakeholders and transparency rather than just shareholders. They must ensure their actions match their communications by embedding responsibility into their business models. Building a good reputation requires understanding what stakeholders think now, engaging them in conversations, and measuring how an enhanced reputation improves business performance over the long term.

1. A GOOD REPUTATION
Aligning business, brand and communication strategies
STEPHEN J PAIN

3. The Age of Good consumerism, corporatism, brands and communications

4. „Service, Civility, Satisfaction‟

5. Strategies to help leaders and organisations build a good reputation
and measure its value

6. Age of Good consumerism

7. 93% of customers identify word of mouth as the best, most reliable source
about ideas and information on products and services (NOP World 2009)
Fairtrade product sales in UK up 12% in 2009 despite recession
(www.fairtrade.org.uk)
„The Study confirms that a significant portion of consumers are now
considering social and environmental benefits as part of their calculation of
product value and purchasing decisions‟, Deloitte, 2009
Of the estimated 5.3 billion mobile subscriptions by end of 2010,
3.6 billion will be in the developing world (ITU, October 2010)
Changing technologies
Web 3.0 means that „realtime living will be the norm‟
Estimated 2 billion people online by end 2010 (ITU, October 2010)

8. Changing behaviours
The internet is now the conduit to trust
People like medriving advocacy and reputation
Engagement, dialogue and creating conversations
Empowered stakeholdersare in control
“If it‟s not online, I‟m not interested”

9. Age of Good corporatism

10. “One of the strongest messages coming through from our member
companies is their concern about business reputation...a positive
outcome will require a change of mindset, behaviour and
communications,” Richard Lambert, Director-General, CBI

11. “We have had too much of a mantra about short-term profit. I very much
believe the way companies should be run is for long-term value creation,‟
Charlie Mayfield, Chairman, John Lewis Partnership

12. Upturn shows in
“I don‟t drive this business model by driving shareholder value. I
drive this business model by focusing on the consumer and customer
in a responsible way,” Paul Polman, CEO, Unilever plc

13. Some changes of emphasis
Communication to reputation
Competition to achievement
Need to know to
transparency
Aspiration to delivery
What we say to what we do
Caretaking to governance & riskSustainability to
sustainable
business
Partnerships to alliances
Philanthropy to
responsibility
PR campaigns to business models
„Good to Great‟ to Great to Good

14. Age of Good brands

15. What do you want to be famous for?

16. [Brand] “citizenship isn‟t a transaction...it‟s a relationship”
RT Hon David Cameron, 6 Oct 2010
The
answer
lies within
Involve and
engage
the board
Less about
communication, more
about experienceProcess is
as important as
outcome Co-creation is a
powerful leadership
technique
Be prepared to
operationalise
the brand
Time brings its
rewards
Employee
engagement is
critical

17. Age of Good communications

18. What are you trying to cause?
a good reputation
with whom?
for what?
& for what purpose?

19. The Harris-Fombrun Reputation Quotient
Reputation
Emotional
appeal
Products &
services
Financial
performance
Workplace
environment
Vision &
leadership
Social
responsibility

20. Corporate brand
What do you want to be famous for and why?
Stakeholders
What do stakeholders think of you now?
Reputation
What are you trying to cause?
Assessment
What behaviours will you - and your stakeholders -
adopt and adapt
Actions
What programmes will you put in place?
Measurement
What is the consequence of an enhanced reputation in
relation to improved performance?
Brand aligned to
strategy
Review existing
data
‘Gap’ & risk
profile
Behavioural
analysis of data
Engagement,
partnerships,
alliances
Dashboard inc.
risk process
The good reputation framework

21. “It‟s about alignment and content, not amplification”
Aim for one, globally aligned, communications community
Be as cross-functional and international as you can be
You are the big picture
Introduce a strategy &
planning function
Create conversations Provide a framework everyone
can work within while recognising
diversityEnglish is not everyone‟s first
language
A good idea can be a global idea

22. What will it take to have a good reputation in the future? Join the global
debate at www.ageofgood.com

23. A GOOD REPUTATION
Aligning business, brand and communication strategies