For the next ten years reputation value is key, it’s about time
We all know that the world is changing. Technological advancement was the biggest game changer in the past 20 years. But we live with more and more people on the same planet and people’s needs are not diminishing.
Attempts to address consumers in this world that they are responsible for the changes that these times demand do not change behavior. Matters such as flight shaming and less consuming are nice attempts, but also masquerades for where responsibility really should lie: with companies.
Former CEO Paul Polman of Unilever said: “companies that are only there to make a profit have no right to exist.” He was a little early with this message, but he was right. New game changers are companies with larger goals and a greater sense of responsibility.
That’s what reputation is about. Not only the perception of customers and markets on your brand, but the perception of all stakeholders, and the public. There is a direct link between reputation and the value you create. IVRM Reputation calls this: reputation value
Brands with a high reputation value are preferred by investors, employees, customers and markets. They are the public’s favorite. Reputation is often seen as defensive. Someone with a large audience jokes about your new non-alcoholic beer and there is a crisis. Specialists can solve these problems for you, so can we. But does it also increase the reputation value?
Reputation is a makeable ecosystem. We direct this with the reputation mix. This foundation rests on 5 pillars: performance, leadership, relevance, working environment and agility. Loading these pillars with the right marketing & communication means will increase your reputation value and thus the goodwill on your balance sheet.
IVRM is the ideas agency, the agency of the future that transcends silos, that shapes marketing and communication with reputation as leitmotif. Our customers have reputation control over their brand and organization. Our customers make the right decisions in the right direction and together we create value. That this is more efficient and therefore also saves costs on marketing and communication has been taken into account.
IVRM, builds reputations.