The Secrets of Success in Marketing

Trust me, I’m financially sound 175

not, however, affect our commitment to quality or our new product

development programme. The exercise has concentrated on equipping

staff with new skills and introducing sophisticated support tools to

help speed up both routine and complex tasks. We are cutting our

resources only in areas where there is low growth potential.

Build a positive corporate reputation

As the above extended example shows, corporate communi-

cations stress the positive aspects of your company and seek

to correct any misunderstandings. By looking at the factors

that are important to your customers, you can help to build

their confidence ...