The CMO Perspective on Reputation vs. Brand: Defining, Owning and Measuring It

A CMO Solution Guide in thought leadership with Reputation Institute

Reputation vs. Brand – What Really Matters Most

In a world where fake news, influencers, and data privacy are rampant, it’s up to the CMO to help the company determine its purpose and how to consistently deliver what is expected, ultimately delivering on the brand promise. There is a growing understanding that the corporate reputation of the organization has a measured and direct impact on the potential to enhance or inhibit sales — and as a result many are looking at new ways to glean insight and gain competitive advantage.

The CMO Club, in thought leadership with Reputation Institute, released a new CMO Club Solution Guide on the topic of “Reputation vs. Brand”.  The study provides insights and analysis from senior level marketing executives on the challenges they face in how a corporation’s reputation is shaping a company’s brand image. There is also an underlying concern about the emerging realities and risks of reputation that is causing CMOs to increasingly pay more attention to what’s driving that corporate reputation, and how that links to the products and services the company sells.

The study includes survey analysis of more than 60 CMO Club members along with a deep dive discussion with six senior marketing executives from leading brands including, David Minifie, Chief Experience Officer, Centene, Jeanine Hurry, Global Digital Programs Leader, Dupont, Karen Kahn, Chief Operations Officer, HP, Tanika Vital-Pringle, Chief Strategy and Marketing, Brand Rebirth, and recent Head of Brand, Shell Polymers, Phillip Wang, SVP Marketing, Wells Fargo, Muriel Lotto, Head of Global Brand and Marketing, Western Union.  The study reveals how these senior level marketing executives are managing their priorities to yield an optimal corporate and integrated marketing narrative

The guide reveals 3 key actions that can help to improve how organizations can manage their reputation and brand strategy for optimal results:

  • Think holistically about communications: This provides a way to better understand the integration of paid, owned, earned, and direct experience channels of communications and sheds light on finding ways to directly link the role of marketing activity to the impact on reputation.
  • Look at your overall brand architecture: By reviewing the whole enterprise, a CMO is better equipped to understand the untapped potential that might exist between the organization’s purpose and what is being sold.
  • There’s a growing need for CMOs to consider a reputation measurement system, that transcends product brand tracking, advertising recall, or Net Promoter Scores, and strong business reasoning to understand the link between brand, reputation and sales.

The CMO Club Solution Guide can be downloaded here.

About Reputation Institute

Reputation Institute helps leaders at the world’s largest companies build credibility with the people who matter most — by delivering data-driven insights about how they are truly perceived. We do this through RepTrak®, an unrivaled technology that provides actionable insights encompassing industry, competitor, and company level analysis. Past and present clients have included Whirlpool, Barnes & Noble, JP Morgan Chase & Co., LEGO, P&G, Cisco, AB InBev, and Telefonica, among many others. For more information, please visit www.reputationinstitute.com.