A couple of months back, I suggested we could define corporate reputation as “the stuff that sticks”
We hear a lot these days about how people are becoming brands.
The world is a risky place for companies.
The words of Swiss Re’s Chief Investment Officer spoke volumes when in July the re-insurance titan moved its entire US$130bn in liquid assets to track ethical industries alone.
It’s been a tough few days for the UK betting industry recently.
Picture the scene: a company is in turmoil. Its CEO has resigned abruptly; its finances don’t look good, having just reported a 5% decline in mid-year revenues.
Like all established disciplines, the study of reputation has numerous measurement systems in place to quantify arguably the least tangible of corporate assets.
The world is constantly looking for definitive answers, often via short cuts.