Thinking Reputation - August 2012

Welcome to Thinking Reputation which includes news, views and updates on our latest research findings, from Ipsos’s Reputation Centre. In this edition:

• Hans Daems, Head of Public Affairs at Hitachi Europe talks to Milorad Ajder, Managing Director of the Reputation Centre, about the importance of the corporate brand in the B2B marketplace, and how the company keeps returning to its founding spirit of sincerity.

• Milorad Ajder reflects on the corporate gold dust that is produced when companies manage to convey a sense of authenticity to stakeholders, and argues that this should be thought of as an aim to live up to the principles it communicates, rather than expecting perfection.

• Martin Kane reviews the findings from our sixth session of the Reputation Council, a group of senior corporate communication experts in leading companies around the world, including their thoughts on how to persuade colleagues of the value of reputation management, the tensions between global and local reputation management, and the enduring importance of social media in influencing reputation.

• As multinational companies extend their influence across the globe, Jenny Dawkins examines the priorities that the global public have for food & beverage companies, personal care product companies, and the financial services industry. While of course there is much variation by sector, some clear themes emerge on job creation and transparency.