Leslie Gaines-Ross, uma das maiores especialistas do mundo em reputação corporativa. Autora de livros e estudos sobre o tema, Leslie é "estrategista-chefe" da Weber Shandwick (a S2Publicom é empresa do grupo). A especialista esteve no Brasil em encontros com executivos de comunicação de grandes empresas do País. Nos eventos realizados em São Paulo e Rio de Janeiro ela falou sobre a importância da construção e dificuldades da preservação da reputação de marcas e empresas. Confira a apresentação (em inglês).

1. what stays the same
& has changed in the
new world of reputation

2. what is reputation?
Brand is personality;
reputation is character.
Brand is something you build;
reputation reputation is something you earn.
Brand is a promise;
reputation is the result of
keeping that promise.
Paul Holmes

3. what stays the same
communication
responsibility products
& services
leadership reputation
talent
financial performance global
Source: Reputation Institute, Weber Shandwick

4. what’s different -- the reputation economy!
Socio-political-geo Issues
Anti-Business & CEO Sentiment
Collateral “Industry” Damage
Chaos in Public Square
Doing Well by Doing Good
NGOs and Cynical Public
Insta-Rep
Digital Snipers
Country Reputation

5. more complex stakeholders now
government/
regulators
media employees
netizens
financial
community
suppliers/
partners/
industry
general public/ customers
opinion leaders

6. how to protect reputation
and be most admired
7 easy steps

7. 1. tell your story
Companies with excellent
reputations are 2.5 times
more likely to put their
CEO in charge of
positioning and actively
tell the corporate story.
Reputation Institute

8. 2. internalize

9. 3. unify:
corporate
+
product
reputation
brand reputation

10. to enrich the company’s relationships
with its key constituencies
to make the world aware of new insights
4. thought leadership to build, support and sustain reputation
to influence industry agenda and own
significant elements of it
to be strongly identified with the future

11. 5. credentialize

12. 6. be prepared

13. 7. socialize