According to the Harvard Business Review, 70% to 80% of a company’s market value can derive from intangible assets – brand equity, intellectual capital and goodwill.
“Reputation management requires thoughtful planning and anticipatory action.”
Organizations are therefore especially vulnerable to reputational risk and the potentially negative impact on revenue, costs and shareholder value that can result from a poorly managed reputation.
This risk is amplified in the digital age, when information – accurate, truthful or otherwise – moves with alarming velocity. Warren Buffet was right when he declared, “It takes 20 years to build a reputation and five minutes to ruin it.”
Taking action when a reputational threat emerges is crisis management. Reputation management, on the other hand, requires thoughtful planning and anticipatory action.
We work with clients to assess their corporate and/or brand reputation relative to their strategic objectives, identify gaps and areas of exposure, and devise and execute programs to optimize their reputational health and ROI. This approach can be scaled up and down depending on the organization’s size, stage of maturity (startup, pre- or post-IPO, global business icon, etc.), and such considerations as competitive dynamics, M&A objectives and regulatory requirements.