Nowadays, we all are talking about Corporate Reputation, we discuss how to manage the reputation, how to assess it, how to improve and how much to spend on it..  Finally corporate reputation has become a top priority and  for once, communications departments are considered as important as other core areas of the business.   The first and foremost action to take is to conduct ad Corporate Reputation Survey because without the initial assessment of your reputation; it is hardly possible to manage it. The first question is then what to do when choosing a reputation model for our company? Below are some of the must-have attributes of a reputation model:
1) The model has to be a ‘living’ model, long  gone are the eighties and their reputation models… The whole sector has transformed itself since and we need reputation models who are new, alive and constantly renewing themselves.  P. Kotler summarizes the transformation of marketing in his latest Marketing 3.0; reputation is no different, it has moved on a lot since the days of picture with the president…
Evalaution of Marketing |
Marketing 1.0 |
Marketing 2.0 |
Marketing 3.0 |
| Objective | Selling a product | Customer Satisfaction | Marketing based on values |
| Context | Industrial Revolution | Information Technology | New technology/social media |
| Perception of the markers | Customers with  money and material neds | Customer with intelligence and emotions | Customers with intelligence, emotions and a soul |
| Markeing Principles | Product specifications | Positionning | Vision, mission and values |
| Values | Funtionality | Functionaly and emotions | Functionaly, emotion and ethics |
Values play an important role in marketing today. Coca Cola does not just sell a soda drink, it delivers happiness. Starbucks says they are not in the business of coffee but they sell freedom.  Reputation is also similar, your company has to represent a set of values. When choosing a reputation model, the companies should also consider if the model incorporates ‘values’ ,  and not invest in a model ‘ without value’ .
2) Communication professionals  need to make sure that the reputation model they use, is addressing‘  the future’ as well as ‘ the past and the present’ .  Many models , we see today, they have a lot  to say about the perception in the past or present  but turn silent on the subject of  ‘the future’.  It is quite difficult to manage your reputation without ‘ direction’ . Your reputation model should be able to explain the future trends or upcoming values. Only then you can combine this with a thorough understanding of the past and a concise picture of the present in order to manage your reputation successful.  We recommend not choosing a model ‘without future’.
3) It is often an advantage to have a ‘local ‘ touch in your reputation surveys. Reputation is defined differently in different countries and cultures.  For instance  ‘ close relations with the government’ is a positive attribute in the UK while  being a clear indicator of corruption in Liberia.  Xsights have been conducting reputation research for the last five years in several countries, it is fascinating to observe the differences. For instance, ın the UK,  trust follow favourability whereas in Kazakhstan favorability comes after trust. That is in the UK, stakeholders first like then trust a company while Kazakh consumers need to trust first before they allow them-selves to like a company; interesting cultural difference!
Therefore look for a local interpretation and a lot of emotions in your reputation model, do not choose a model which offer a lot of numbers but no local insight.
Contact Xsights to find out more about an ideal reputation model.
