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(This is the second in a two-part series on Corporate Reputation.  The first post, Why Your Corporate Reputation Matters, explained the definition of corporate reputation, the method Reputation Institute uses to measure corporate reputation, and the benefits of having a strong corporate reputation among different stakeholder groups.  In today’s post, you’ll learn how to improve […]

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This month I’m speaking to an organization about corporate reputation and trust.  The CEO has designated trust as one of their key priorities and they’ve asked me to help their top leaders understand why corporate reputation matters and what role they play in building it.  Given how frequently corporate crises arise these days, I can […]

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Shopping has become a means of self expression.  As the retail industry continues to fragment and retail brands continue to proliferate, people now make statements to others — and to themselves — by where, when, and how they choose to shop.  I was surprised to discover, though, that the shopping-as-self-expression phenomenon originated back in the […]

Are you building your brand the way great brands do?  Today I’m introducing a series of 10 one-minute videos, each covering a question that you can use to assess whether or not you are getting the full value out of your brand.  Below is the first question, which is about the gap between your brand […]

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Now that marketers in practically every sector prioritize content marketing, storytelling is heralded as a brand’s most effective approach to developing content.  It makes sense — people are emotional beings, so we respond to stories because they engage us on an emotional level.  And, as Nicholas Ind and Oriol Iglesias write in Brand Desire, “Brands […]

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“When I grow up, I want to be a follower,” said no one.  No kid aspires to follow others.  No employee says his best quality is being a follower.  No MBA student signs up for followership classes (and not just because business schools don’t offer them.)  Being a leader is what counts these days.  Leadership […]

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Ah, summer!  What a great time to grab some books and a beach chair and head out for some leisurely reading!  Or you could be like me, working away this August and trying to live vicariously through other people’s posts of vacations, excursions, and other summertime fun.  My work has actually involved a lot of […]

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Customer experience futurist, author, and speaker Blake Morgan and I recently bonded over common views on women and customer experience.  (Our conversation is a part of Blake’s terrific Modern Customer podcast – check it out here.)  We ended up concluding that women are uniquely positioned to lead customer experience. […]

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Here’s a hypothesis:  There are essentially nine different types of brands and you can jumpstart the development of your brand strategy by identifying the one that’s right for you. I’ve developed this hypothesis after working on brands for over 25 years.  I’ve come to realize that there is a finite number of brand types or […]