Most Admired

March 03, 2010

Most Admired

See full size imageFortune‘s World’s Most Admired Companies survey comes out tomorrow if I have my information right. Not soon enough. After a year like we just had, it will be sobering to see how the world’s largest companies have fared. Several months ago I wrote that there would be a new world order in the reputation space and I think it has arrived. A number of the world’s golden children will lose their perch atop the golden pyramid of fame and fortune. I suspect too that overall ratings scores will be deflated year over year.  It is hard to be overly enthusiastic about the showing we have seen this year, especially in the minds of  C-level executives doing the ratings. I also look forward to seeing what they choose for the cover. For many many years, we had CEOs grace the cover of Most Admired because they were once popular and received the kudos for a job well done. No longer. The past several years had products as the feature on the cover. Last year we saw Steve Jobs, CEO of Apple, a CEO in a class of his own. Wonder what we will see this year? The good news is that this year’s reputation kings and queens might serve as ground zero for the next few years to come. My general sense is that we are starting over with a reordering of reputation royalty. I look forward to seeing the changes among the most admired, my favorite yardstick of world business. Always something new to ponder.

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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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