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Creating the silver line – Engaging ways for brands to stay relevant during a crisis While going through my e-papers one morning I noticed an announcement made by Marico for a new product called “Veggie Clean” – a chemical-free washing substance for vegetables and fruits. This ad caught my eye for two reasons. Firstly, I …

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Employees are not just ‘Human Resources’, they are ‘Human Beings’ first “You can take my factories, burn up my buildings, but give me my people and I’ll build the business right back again.” I was reminded of this famous Henry Ford quote when I read CEO Brian Chesky’s email to the Airbnb staff. Even though …

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Your ESG Score Influences your Reputation Quotient A recent McKinsey report on valuing ESG programs caught my attention; especially given the current mood to value consciousness and sustainability. This McKinsey Global Survey on valuing ESG programs highlighted that 83% of C-suite leaders and investment professionals indicate that they would be willing to pay about a …

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Actions speak louder than words to fulfil diversity & inclusion objectives Of late, my twitter feed is filled with news about the George Floyd case. Apart from politicians and celebrities, even companies have stood up in solidarity with the #BlackLivesMatter cause. Netflix put up a tweet expressing their support, while YouTube and Facebook pledged money. …

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‘Dial a Quote’ Sources often dilute reputation Scrolling through my LinkedIn feed, I often come across posts by a particular senior executive who shares news clippings and highlights the parts where he is quoted. What is intriguing is that such posts don’t even get much engagement except a few likes. This reminded me of one …

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Celebrating reputation through celebrities! Scrolling through my Twitter feed, I came across a post on Association of Mutual Funds in India, AMFI’s latest campaign highlighting risks in mutual fund investing through Sachin Tendulkar as the brand ambassador. While there were replies around the messaging and approach, there were also some comments discussing the relevance of …

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How the infrastructure industry can change its “Building Castles in the Air” tag Recently, I was invited to talk in a webinar on the management challenges faced by the infrastructure industry. As my area of work is reputation strategy and reputation risk management, I decided to stay focused on this aspect of the management challenge …

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“Simple, Bare Necessities” matter the most for a Local Business’ Reputation Imagine a situation- a common person based in Jamnagar, Kota, or for that matter anywhere in the country is highly disappointed with one of the largest infrastructure companies and decides to express his view on social media. It could be for the delay in …

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Winning hearts by giving thanks! Recently I came across a report released by Twitter on what consumers want to see from brands during the COVID19 pandemic. More than 70% of the respondents agreed that they feel more positively about brands that are making a conscious effort to support society. By the same token, there is …

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Footing the bill for a reputational Loss “This decision has clearly impacted our reputation, which we worked so hard to build painstakingly over the last 25 years.” Said Mr. Sanjay Sapre, President Franklin Templeton Mutual Fund in an interview with Mint recently. This not only caught my attention but also reaffirmed the belief that corporate reputation is an …

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