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Companies with strong reputations are better able to attract customers, investors, and quality employees-and to survive crises that would destroy weaker firms. Fame and Fortune shows how to quantitatively measure your company's reputation, estimate its business value, and systematically enhance it over both the short- and long-term.
First, you'll learn how to benchmark your firm's reputation against key rivals in six key areas, ranging from product quality to emotional appeal. Next, you'll discover that the winners of global reputation surveys get to the top by following a set of core principles through which they build visibility, distinctiveness, consistency, authenticity, and transparency.
Then, starting from where you are now, you'll learn how to implement genuine corporate initiatives that strengthen two-way dialogue with all your stakeholders, and build the "reputational capital" you will need to succeed-and thrive.
Create quantifiable business value by building your company's reputation.
Companies with great reputations do better on virtually every business metric. Now, you have unprecedented access to a roadmap for building the kind of reputation you need and deserve.
Drawing on unsurpassed experience and the field's best research, two leading experts illuminate reputation management for executives, business communicators, marketers, and strategists alike.
You'll first review the powerful business case for actively managing your reputation. Next, you'll realistically assess where you stand in areas ranging from product quality to financial strength, vision to social responsibility... discovering how to make the most of your strengths as you overcome your weaknesses. The authors show that to improve reputation, you have to improve visibility, distinctiveness, authenticity, transparency, and consistency throughout the enterprise-not just in traditional silos like PR, advertising, or IR!
Want the powerful business value that arises from a world-class reputation? One book will show you how to get it: Fame and Fortune.
"A strong reputation is an enduring source of competitive advantage. In Fame and Fortune, Fombrun and van Riel show how successful companies mobilize the support of employees, consumers, and investors to strengthen their reputational capital. An excellent read!"
–Frederick W. Smith, Chairman, President & CEO, FedEx Corp.
(NOTE: Each chapter concludes with Endnotes.)
1. Why Reputations Matter.
Why Do Reputations Matter? Reputations Create Differentiation and Competitive Advantage. Can You Prove that Reputations Matter?
2. What Are Reputations Worth?
Reputation Affects a Company's Operating Performance. Reputation Creates Financial Value That Builds Reputation. Reputation has Financial Value as a Corporate Asset.
3. Who's Tops–and Who's Not?
The World's Most Visible Companies. The Reputation Quotient. Methodological Appendix to Chapter 3.
4. From Fame to Fortune.
Fame Breeds Fortune. What Drives Market Value? Are High RQ Portfolios a Sound Investment? The Bottom Line?
5. The Roots of Fame.
Principle 1: Be Visible. Principle 2: Be Distinctive. Principle 3: Be Authentic. Principle 4: Be Transparent. Principle 5: Be Consistent. So, Express Yourself.
6. Be Visible.
Understanding Corporate Visibility. When Should Companies Worry about Negative Visibility? The Drivers of Visibility. Capitalizing on Visibility. The Bottom Line?
7. Be Distinctive.
What are Reputation Platforms? What Makes a Strong Reputation Platform? So, Distinguish Yourself.
8. Be Authentic.
The Process of Discovery. The Process of Internal Expression. The Process of External Expression. The Challenge of Authenticity.
9. Be Transparent.
Degrees of Transparency. The Drivers of Transparency. Platforms for Corporate Transparency. The Citizenship Transparency Index. Conclusion.
10. Be Consistent.
Step 1: Establish a Dialogue with Stakeholders. Step 2: Enforce a Shared Identity. Step 3: Implement an Integrated Communication System. Step 4: Coach Employees and Partners. Step 5: Adopt a Measurement and Tracking Scorecard. Consistency: Top Down and All Around.
11. Becoming a Top Company: The Case of FedEx.
Introducing Radical Change. The Role of FedEx Communications.