It’s all about corporate character today

January 15, 2012

It’s all about corporate character today

Have been reading about corporate brands and went back to my stash of articles. The IBM CMO C-Suite studies has solid information in their report, “From Stretched to Strengthened” which was conducted among the nearly 2,000 CMOs worldwide.  Not the main focus of the research but they do report that it is no longer enough for a company to just markets its products and services. In fact, the report talks about how the character of the company is now on full display as “social media has exposed the bones beneath the skin.”  Only 53% of CMOs report that their corporate character is understood in the marketplace and 57% say they have significant work ahead to get employees on board.
Here is the  part that I liked best because it speaks to corporate reputation today. “For many decades, the CMO’s job was to market an organization’s products and services. Today, it begins with the marketing of the organization itself.”  A fairly sizeable 61% said that one of the initiatives they have set for themselves ahead is to orchestrate a single view of the brand, something we call enterprise branding.

When people ask me what reputation means, I always say it is all about a company’s character. Glad CMOs agree.

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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.

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