Companies usually assume if their sales are good, then their brand and reputation must
be strong. But all too often, they don't have a clear understanding of the values that
drive brand and reputation and actually sustain long-term profitability and growth. This
leaves companies vulnerable to dangerous backlash between corporate values, and those of
their stakeholders: customers, employees, shareholders, media, government, and community.
Even well-known and seemingly successful brands and reputations have suffered from this
backlash (e.g. Nike and overseas sweatshops, Wal-Mart and unfair employment practices,
McDonald's and obesity issues.) Every stakeholder applies their personal and professional
values to judge the performance of a company. Branding expert John Foley has developed the
BalancedBrand System, which helps companies assess corporate values, identify potential
flashpoints, and align values to build a stronger brand and reputation. BalancedBrand
identifies and helps manage the forces that will change the way business does business.
Foley and co-author Julie Kendrick have created new tools that build and protect brands
and reputations.
Table of Contents
Preface.
1. Strong Brand, Strong Reputation.
2. Measuring Brand and Reputation.
3. The BalancedBrand System.
Part One: Assessment of Organization and Stakeholder Values.
4. Brand Assessment.
5. Stakeholder Assessment.
6. Stakeholder Return on Investment.
Part Two: Alignment of Organization and Stakeholder Values.
7. Balanced Culture.
8. Balanced Conversation.
9. Creating and Maintaining Balance.
Notes.
Glossary.
Acknowledgments.
About the Authors.
Index.
Hardcover
186 pages