Measuring Corporate Reputation Without Putting Your Head On The Chopping Block

Like brand equity, corporate reputation is an intangible asset that has some very tangible ramifications. It has the power to affect every aspect of the business, including enhancing or destroying shareholder value. But when it comes to tracking and measuring the value of investments we make in enhancing reputation, it seems surveys of investor and analyst attitudes are all that makes it onto our marketing dashboard (since many have found that promising their CEO that stock prices will rise in response to a proposed investment in corporate reputation to be a career-limiting move). Read More »