What this is
Who actually moves your outcomes, ranked by influence and by current sentiment. Prioritisation is impossible without it, and most engagement budgets are allocated by habit.
What you get
Where it sits
The standing of the institution, managed as a governed asset.
How we work on it
At enterprise scale reputation stops being a marketing concern and becomes a governed asset with a number attached to it. It affects cost of capital, hiring cost, regulatory posture and the size of the discount an acquirer asks for. It should be measured and managed accordingly.
Audit across media, search, analyst, employee and customer channels.
The corporate narrative, and the rules for how subsidiaries express it.
Mapping, prioritisation and engagement programme by group.
Quarterly measurement against the baseline, reported to the board.
Frequently asked
Someone reporting to the CEO or the board. Reputation owned three levels down inside marketing will lose every argument it needs to win.
Share of voice against a defined peer set, sentiment, search result composition, analyst commentary and employee review scores, tracked quarterly against a fixed baseline.
Two to four quarters for measurable change. Reputation is slow in both directions, which is also what makes it defensible.
Also in Corporate Reputation
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