Company Behind the Brand
I recently had a discussion with a colleague about the rising importance of the company behind the brand. Brands are very important in their own right but I believe that in this environment greater credence is being given to the company behind the brand that someone is buying. I have often heard people say that they won’t buy a particular brand because it is owned by a company that is not environmentally friendly or treats its employees poorly or has a deceptive CEO. All it takes is a click of the mouse to find out who owns a particular brand. Companies can no longer hide behind their brands either. They need to build their corporate images to reinforce their brands and shine a halo on them. In the years ago, we will see more companies that used to put only their brands forward into the marketplace begin to build their corporate reputations as well. As a reputation strategist, I am seeing this trend quicken. 2010 will be a very different year as more companies recognize the need to have a strong and understood corporate reputation, regardless of how successful their individual brands are. Just you wait and see.