david breen's presentation at mumbrella's finance marketing summit 2016

The Power of Reputation

David Breen September 22 2016

Brand

CultureEngagement

Advocacy

Reputation

Reputation Matters

2

Reputation Drivers

3

Drivers vary as businesses move from start-up to challenger to incumbent

5

AMR Reputation Index 2016 – No. 17 Woohoo!

6

AMR Reputation Index 2016

Reputation Deliverables

7

A strong reputation will deliver crisis protection, advocacy and the ability to attract top quality employees

8

Reputation ranking

• Discover

• Experiment

• Validate

• MVP

• Scale

1. Pick up the PACE of change with customer as partner

10

“On the face of it, shareholder value is the dumbest idea in the world…Shareholder value is a result, not a strategy – your main constituencies are your employees, your customers and your products.”

Jack Welch

2. Develop/strengthen purpose

11

12

3. Strengthen organisational culture

“What your employees do when the boss is out of the room.”

1. Leadership team2. Workplace design3. People placement4. People development5. Symbols6. Business management processes7. Performance management8. External relationships

13

4. Focus on communications

Challenge is consistency of message:

• Delivered through the organisation

• Received by all in the organisation

• Importance of non-verbal communication (walk the talk)

5. Shift sustainibility from defensive to systemic

Integration in core business, policy

development, goal setting, reporting

Innovative business models, new processes, products and services

Protecting shareholder value

Philanthropy, supporting causes through

Foundation

PR tool to enhance brand and image

Defensive Charitable Promotional Strategic Systemic