Forget ‘Transparency’: Company Builds Good Will Through Amazing Experiences and Customer Service

Apple CEO Steve Jobs’ latest round of off-the-cuff communications raises some great questions for communicators. Chief among them: If a CEO screws up but no one seems to care, does that have any effect on the company’s reputation?

Jobs coolly brushed aside concerns over revelations of Apple collecting ( iPhone and iPad users’ location data. Many say that approach works only if your company is the most valuable brand in the world, which Apple happens to be, with a brand value of $153 billion, according to BrandZ.

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