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REPUTATION MATTERS: THE MWW MANIFESTO
REPUTATION MATTERS:
THE MWW MANIFESTO
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REPUTATION MATTERS: THE MWW MANIFESTO
Hard to define, easy to lose.
Reputation is everything.
It’s the difference between a sale and no sale, the right
hire and an empty office. It’s the difference between
creating a legacy – or disappearing in a puff of smoke.
You either have it or you don’t – and you can lose it in an
instant. At a time when information is moving at light
speed, the importance of reputation is second only to the
importance of understanding how to gain it, maintain it,
manage it, and protect it.
But with the right building blocks in place, you’ll have
a reputation strong enough to stand head and shoulders
above the competition.
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REPUTATION MATTERS: THE MWW MANIFESTO
“CHARACTER
IS THE TREE,
REPUTATION
IS THE
SHADOW”
ABRAHAM LINCOLN
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REPUTATION MATTERS: THE MWW MANIFESTO
WARREN BUFFETT
“IT TAKES 20 YEARS TO BUILD
A REPUTATION AND
FIVE MINUTES TO RUIN IT.”
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REPUTATION MATTERS: THE MWW MANIFESTO
THE REPUTATION PREMIUM: WHY IT MATTERS
The reasons to avoid a negative reputation are going clear and easy to define. They are
ripped straight from the headlines … market leaders out of business, CEOs disgraced
before Congress, millions in shareholder equity wiped out overnight. But the value of
a strong reputation is more than the absence of negativity. And it’s even more than
protection against future negative events. It’s about real return:
• Between 2004 and 2009,
companies with leading
reputations achieved
shareholder returns that
were 100% higher than
competitors’.1
• Global business
influencers estimate
that 63% of a
company’s market
value is attributable
to reputation.3
A great reputation enables
companies to weather the
storms and rise to the
top, no matter what the
business cycle brings.
• A 5% enhancement
of strength in existing
reputation would yield
a $600 million ROI for
the average SP500
company.4
• 85% of consumers would
buy a product from a
company with a strong
reputation; only 9%
would purchase from a
company with a weak
reputation.2
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REPUTATION MATTERS: THE MWW MANIFESTO
BUILDING REPUTATION: OUR POV
YOU HAVE TO MATTER MORE
When it comes to building, preserving and enhancing reputation, the stakes are high,
and the environment is ever-changing. It can be hard to determine what really makes
a difference, and what is just “noise”— versus the reputation makers (or breakers)
du jour.
But one thing remains constant:
TRUST + RELEVANCE = ACTION.
This simple formula guides our strategy for every reputation-building assignment.
Trust is the greens fee. Without it, your reputation can only be one thing – negative. But trust alone doesn’t assure a
positive reputation. Trust provides the opportunity to build your reputation…every day.
Relevance is the difference between a neutral reputation and positive impact. It’s the bridge between consideration and
purchase. It’s what makes you matter to your key stakeholders, and matter enough to drive them to action.
Action Engagement - Building reputation is a worthy endeavor. But toward what end? Ultimately, the benefit of a
positive reputation is measured in the engagement and action of key stakeholders. Is your company the place where the
best want to be? Do regulators and legislators give you the benefit of the doubt? Does demand for shares in your company
sustain an upward share price trajectory? Are your products and services leading in market share?
That’s positive reputation in action.
Because a great reputation isn’t just about knowing how to matter.
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REPUTATION MATTERS: THE MWW MANIFESTO
WHEN IT COMES TO BUILDING,
PRESERVING AND ENHANCING
REPUTATION,
THE STAKES ARE HIGH,
AND THE ENVIRONMENT
IS EVER-CHANGING.
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REPUTATION MATTERS: THE MWW MANIFESTO
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REPUTATION MATTERS: THE MWW MANIFESTO
REPUTATION BEGINS WITH A GREAT STORY
The best leaders have the best stories – stories that convey who you are as a company,
what you stand for, where you come from, and where you’re headed. The world loves
a good story. MWW’s master narrative process helps you craft the best version of
yours. Your story begins in the same place that your business did: with a big idea, a
grand vision, and a promise to add value. Once this origin story has been established,
we focus on how you’re living up to that value promise, with an eye to the future. We
examine what elements are ownable and ring true to your business and mission, and
then tease out the anecdotes that compel your various stakeholders to take action.
BUILD TEST REFINE
SOCIALIZEPROGRAMLEAD
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REPUTATION MATTERS: THE MWW MANIFESTO
THE COMPANY YOU KEEP
INFLUENCING THE INFLUENCERS
It isn’t called “leader of
the pack” for nothing.
Companies, executives and
individuals are all judged
by the company they keep.
How you define your peer
set, the groups you choose
for partnerships, the
organizations you support,
even the places you choose
to speak, all contribute to
your reputation.
It used to be about advertising your story – now it’s about others telling it for you.
Your best brand ambassadors aren’t the highest paid, but rather those who have social
currency among their friends, their fans, and their followers. MWW helps you matter to
the people who matter most.
Are your executives leaders
of their industry? Or of
business and industry in
general? Is your company
a resource for leaders in
the community? Do leaders
in government seek your
counsel when they consider
important issues of the
day? Are you recognized by
your peers for leadership
through awards, lists and
rankings?
Are you sharing or
transferring trust and
relevance from third parties
to your reputation?
Or are you sitting on the
sidelines?
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REPUTATION MATTERS: THE MWW MANIFESTO
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REPUTATION MATTERS: THE MWW MANIFESTO
ARCHITECT THE CONVERSATION
IN PEOPLE WE TRUST
And no one matters more than your investors, your employees, your industry peers,
and your customers. This is your network. We know how it’s wired. We know how to
architect your network to make you matter more.
Is your network working for your reputation? Or against it? Or is it dormant? Are you
actively participating in your reputation conversation? Or are you just sitting back and
hoping for the best? Because conversation without relevance is just noise.
And if you’re not a part of the conversation, you’re just noise.
In the era of the “company man,” we trusted companies and institutions. We welcomed
them into our communities, and then we chose a company and worked our way up to
the gold watch. But in the wake of scandals, crises and bailouts, we no longer trust
institutions. We don’t trust government. We don’t trust businesses. But we do trust
people. That’s why CEO and executive reputation is so important.
If your stakeholders don’t trust the person in charge, they won’t have confidence in the
company’s ability to deliver.
A powerful leader can do more than articulate a message . . . a powerful leader can
rally an entire organization around a mission, inspire communities to action, and get
people believing in business again.
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REPUTATION MATTERS: THE MWW MANIFESTO
A POWERFUL LEADER
CAN RALLY AN ENTIRE
ORGANIZATION AROUND
A MISSION, INSPIRE
COMMUNITIES TO ACTION,
AND GET PEOPLE
BELIEVING IN BUSINESS
AGAIN.
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REPUTATION MATTERS: THE MWW MANIFESTO
A NEW
LEADERSHIP
PARADIGM
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REPUTATION MATTERS: THE MWW MANIFESTO
It is about the mission, not the person, not the products, not the ego...
the sum of the “moments.”
Remembered for their impact on their company... on an industry ... and on the world.
Leaders are judged by the company they keep... the team they build...
and contributions beyond this quarter.
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REPUTATION MATTERS: THE MWW MANIFESTO
CHARACTER IS DOING
THE RIGHT THING
WHEN NOBODY IS LOOKING.
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REPUTATION MATTERS: THE MWW MANIFESTO
REPUTATION BEGINS AT HOME
Reputations are born and made within the walls of your company. Your employees
are the single touch point for all of your constituencies…what they think, and
more importantly, how they act, is the most valuable reputation currency. Earning
employee trust begins in the C-suite.
What you do matters more than what you say. Employees will wait, and they will
watch. Do you walk the talk? Do they believe in you? Do they understand your vision?
Do they demonstrate your company’s values every day? Reputation begins at home.
YOUR SOCIAL OBLIGATION
Reputation may begin at
home, but it’s reinforced
by the good you do in your
communities. Governance,
social responsibility,
sustainability – all of these
things contribute to your
image as a good corporate
citizen – and help you
earn the trust of your
constituents.
Doing good, however, is
more than warm and fuzzy
talk in a CSR report. It isn’t
just a box to check – though
too many companies think
it is. And it certainly isn’t
a full-coverage insurance
policy against crisis.
Doing good is one of the
reputation “intangibles”
that make others feel good
about spending $5 for a cup
of coffee or making a riskier
investment. In short, doing
good is simply the right
thing to do.
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REPUTATION MATTERS: THE MWW MANIFESTO
THE BUILDING BLOCKS OF REPUTATION
Reputations are earned over time, methodically and strategically. And that goes for
ours too. MWW has more than 25 years’ experience helping companies and brands
assemble the building blocks for effective and sustainable returns on reputation.
How have we earned our reputation as a leading independent, midsize agency?
By following the principles that have made us successful: superior client service,
senior level commitment, and a deep understanding and appreciation for what
matters to your business. No client has ever had higher expectations for us than we
have for ourselves. We aim high, but most importantly, we deliver. Because at MWW,
nothing matters more to us than our clients. And we will stop at nothing to ensure
you matter more – to your customers, to your employees, to the communities where
you work every day.
We’ve built our reputation, one client at a time. The MWW difference makes you
matter more, so we matter more. We don’t just stake our reputation on it. We stake our
business on it.
REPUTATION
TRUST DRIVERS RELEVANCE DRIVERS
PRODUCTS/
SERVICES
EXCELLENCEFINANCIALS
CITIZENSHIP
CONSISTENCY
WORKPLACE COMMUNITY SUSTAINABILITY
LEADERSHIP
PHILANTHROPY
CAREERS PARTNERSHIPS
INTEGRITY INNOVATION VISION
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REPUTATION MATTERS: THE MWW MANIFESTO
SOURCES
FOR MORE INFORMATION, PLEASE CONTACT:
1. Prophet Study: Reputation Winners, Losers (2010)
2. 2014 Global RepTrak® 100
3. KRC Research
4. The Impact of Reputation on Stock Market Value,” Simon Cole, World Economics, February 2013
Carreen Winters
MWW
Executive Vice President, Corporate Communications Reputation Management
201.964.2410 | cwinters@mww.com
304 Park Avenue South, 8th Floor
New York, NY 10010
212.704.9727
CHICAGO / DALLAS / EAST RUTHERFORD / LONDON / LOS ANGELES /
NEW YORK / SAN FRANCISCO / TRENTON / WASHINGTON D.C.