Trust is not in crisis; leadership is.
Brand & Reputation
If there was ever such a thing as a status quo in the world, it is being seriously disrupted. Black swans are to be found in political uprising, technological revolution, economic uncertainty and significant environment concerns.
What do you think of when hearing about a new motorway being built in your area? Roadworks? Environmental impact? Benefits to the economy such as jobs and housing? Or simply a means of getting to your destination faster?
In the corporate world, reputation is an economic multiplier and an insurance policy, but it can also be a significant inhibitor to success.
My 65-year-old mum is a self-described vegan anarchist. She refuses to buy products tested on animals, insists I call her “Teresa”, and would gender neutralise nursery rhymes when I was at primary school.
From digital automation to agency collaboration, how do those working on the coalface of brand marketing view the trends shaping brand management?
A solid brand is as important as having wings on an airplane. In times of good and bad economic conditions, your brand leads the way to bottom-line results.
Whenever artificial intelligence and algorithms are the topic of conversation among communicators, the focus is usually on how these technologies will take over tactical activities – think of automated reporting, chat bots or big data analytics.
Reputation risk has long been explored for by academics, practitioners and professional bodies alike. In the last few years, senior leadership attention for the topic has increased significantly.
In my career in marketing and communications, I have come across a fair few misconceptions about the right and wrong way to market legal firms. What follows is my attempt to dispel a few myths and suggest reality-based corrections.