1. Reputa'onPLUS+ Rankings

2. Rankings
Johnson &
Target Boeing Visa United Healthcare Ci.group
Johnson
Kra9 General Electric Verizon Sprint Nextel Wells Fargo Halliburton
Disney Kodak AT&T Charles Schwab Aetna Goldman Sachs
Campbell’s Soup Coca Cola GEICO Novar.s Toyota BP
Home Depot Kimberly‐Clark Allstate Merck Cigna
Google Pepsico (Pepsi) Sanofi‐Aven.s E*Trade Chevron
Procter & Gamble Ford GlaxoSmithKline Time Warner HSBC
Apple IBM Pfizer American Express Merrill Lynch
MasterCard
Nestle McDonald's Travelers Bank of America
Worldwide
Microso9 Wal‐Mart General Motors Comcast Exxon Mobil
The Strategic Interac.ve Research Company™
www.visioncri.cal.com

3. Backlash Blues
Average company seen as trustworthy by a third.
But greedy, secre.ve and arrogant by more than a
quarter.
There is ample evidence that companies have not told
their stories well and are losing ground because of this.
The Strategic Interac.ve Research Company™
www.visioncri.cal.com

4. Highlights
Presence of Nega'ves
That is not the Angus Reid way.
Reputa.onPLUS+ confronts the nega.ves we all know
are out there.
The Strategic Interac.ve Research Company™
www.visioncri.cal.com

5. Highlights
Presence of Nega'ves
Average
All Companies
Has top executives who are more
concerned about how much money
they make than long term health of
company
Puts profits ahead of what
is good for the US
A company whose best days
are behind it
N = 800 for each company studied
The Strategic Interac.ve Research Company™
www.visioncri.cal.com

6. Highlights
Presence of Nega'ves
Average
All Companies
N = 800 for each company studied
The Strategic Interac.ve Research Company™
www.visioncri.cal.com

7. Benefits of Reputa'onPlus
The Strategic Interac.ve Research Company™
www.visioncri.cal.com

8. Reputa'onPLUS+
Your Reputa'on Now ‐ in the crucible of ci.zen ac.vists,
social media and key issues facing business and society.
Ac'onable Guidance for communica.ons strategies and
tac.cs (messaging, targe.ng, channels, etc.)
Compe''ve Advantage. Your strengths and weaknesses vs.
industry compe..on and gold standards.
Accountability. Establishing benchmarks.
Consistent Metrics to evaluate rela.onships across a wide
range of cons.tuencies.
The Strategic Interac.ve Research Company™
www.visioncri.cal.com

9. What We Know About All 54 Companies
• Awareness • Recall news – Tradi.onal Media
• Familiarity – Posi.ve, nega.ve, neutral
• Overall Favorability – Adtudes more/less favorable
• 1‐2 words come to mind • Recall news – Social Media
• 1‐2 good points – Posi.ve, nega.ve, neutral
– Adtudes more/less favorable
• 1‐2 bad points
• 23 posi've/nega've aUributes
• Deal/ever dealt with company
• Recommend products/services
• Recommend stock
The Strategic Interac.ve Research Company™
www.visioncri.cal.com

10. Data Source
10,800 From Vision Cri'cal
Interviews Springboard Panel US
(April 29‐May 30, 2010)
54 Companies 800 interviews
Studied per company
The Strategic Interac.ve Research Company™
www.visioncri.cal.com

11. Contact:
MaU Worden
Director, Business Development
(212) 402‐8216
maU.worden@visioncri'cal.com