Company Behind the Brand

August 21, 2009

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.

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

2 Comments
  • Rhea Drysdale
    Posted at 23:41h, 23 August Reply

    I find it fascinating how many companies struggle with this and ultimately choose not to build a stronger corporate reputation. More often than not, companies come to us trying to sweep the problem under the rug rather than address it and grow. I don’t know how to respond in those situations. I’m new to owning my own business, so perhaps I just don’t understand the bottom line or I’m too naive. Companies get scared that people “won’t like them” or they might alienate buyers when they give the company an identity. I hope your prediction for 2010 holds true and we see more companies embracing their reputations rather than running from them!

  • Dr. Leslie Gaines-Ross
    Posted at 00:02h, 24 August Reply

    Due to the Internet, companies now realize that their customers can find out who is behind the brand they bought or are considering. At that point, they realize too that they need to shore up that company behind the brand so that it is perceived to be credible, trustworthy and well-managed. There is no other choice today. Thanks for the comment, Best, lgr

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