30 Ideas in 40 Minutes for Marketing in the Recession
Reputation Bank
1.
2. The reputation or ‘goodwill bank
CSR Internal Comms
£
£
£ £
£ Public Affairs
External ££ £
£
Comms £ ££
£ £ Branding
£
Employee policies £ £
£ £
£ Crisis Management
Positive media £ £
reporting £ £ £
£ £ £
£
£
3. The reputation or ‘goodwill’ bank
A healthy credit level in your reputation bank
gives you a licence to:
• Change your working practices
• Increase your charges
• Launch new/different products/services
• MAKE A MISTAKE! (As long as it is handled
well and doesn’t happen often/again)
4. The reputation or ‘goodwill’ bank
With no credit in your reputation bank you
have no licence to do anything least of all
make a mistake!
a e sta e
There can only be one outcome ...
OVERDRAWN
… and a severely damaged corporate
reputation!
5. “The purest treasure mortal times
afford is spotless reputation”
William Shakespeare
1564-1616