Counting the share of reputation in ROI

How to measure the value contribution of communication

 
Do you have the same unique selling proposition as your competitors? Then you may well be doing everything right, but isn’t a unique selling proposition supposed to be precisely that? Something unique that differentiates companies and brands from each other? If so, then why do companies and their products carry the same ‘unique selling proposition’? Don’t they have different origins and DNA? Everybody wants to be number one, everybody ‘demonstrates leadership’, everyone seems to be ‘innovative’, ‘ecologically sound’, ‘financially and socially responsible’ and so on. Is this still credible? It might be a helpful guide for internal communication but it is not relevant to customers and other target groups. More relevant to them is whether companies say what they mean and do what they say. What counts for customers is the experience that they have had with a company and its products and services; not what the company thinks and says about itself.

Sofia Hitzbleck

Before joining hotel group Kempinski as vice president corporate communications, Dr. Sofia Hitzbleck worked for six years in the energy sector and was prior to that communications director at DaimlerChrysler. From 1995-2002 she worked as communications director within Lufthansa Group.