1
WHAT IS YOUR REPUTATION CAPITAL?
THE NEXT TIME YOU LISTEN TO, read, or watch the news about a brand in crisis, notice how its image inevitably finds its way into the narrative. It’s not surprising, since we typically process news about a scandal through a filter that’s based on our previous perceptions of the organization, product, or individual. Past actions build expectations for how the brand will carry itself in the future.
If a brand has had issues or been at the center of a previous scandal, phrases like “no stranger to controversy” or “this isn’t the first time Brand X has caused an uproar among its customers” might very well be part of the story. Conversely, when a trusted brand is in trouble, phrases like “loyal customers,” “coveted ...
Get Reputation Capital now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
