Reputation Rebranding

October 26, 2007

Reputation Rebranding

rep.gifRebranding. It seems to be the newest trend among people with tarnished reputations. There is such a thing as personal redemption. Bill Clinton has done a masterful job of rebranding himself. The afterglow from his time in office is only getting hotter. His philanthropy, Clinton Global Initiative, partnership with President Bush’s father post-tsunami has all converged to present the new and improved brand Clinton.  Another rebranding (in the early stages) that caught my eye is with former CEO Bill McGuire of United Health. An article I read in Fast Company titled “Business Left Undone” is an interview with the ex-CEO and doctor. McGuire left the large health care concern over an options timing scandal among other things. For the record, McGuire spent 15 years at United Health building it into the second largest health insurer in the

U.S. The interview focused on McGuire’s interest and passion in reforming health care in this country. Although the legal restrictions and lawsuits are ongoing, I found it interesting that he was providing counsel on how doctors should lead the health care transformation. His premise of making health care data more accessible and affordable makes commonsense. It is starting to look like Personal Rebranding is the next thing in the reputation reclamation landscape.

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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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