The 18 Immutable Laws of Corporate Reputation: Creating, Protecting, and Repairing Your Most Valu

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Simon and Schuster, May 11, 2010 - Business & Economics - 320 pages
2 Reviews
From Enron and WorldCom to the Catholic Church and Major League Baseball, reputation crises have never been more widespread. Now Ronald J. Alsop, a veteran Wall Street Journal authority on branding and reputation management, explains the dangers -- and gives organizations the eighteen crucial laws to follow in developing and protecting their reputations.
Consider this example of a simple decision made by a low-ranking employee: When rescue workers at the site of the World Trade Center disaster sought bottled water from a nearby Starbucks outlet, they complained that an employee charged them for it. In a matter of hours, the Internet had picked up the story and Starbucks' carefully cultivated worldwide reputation was quickly besmirched.
This is just one instance among many of how the business world, ever more global and competitive, has become increasingly difficult to navigate. Studies have demonstrated the powerful impact of reputation on profits and stock prices, and yet less than half of all companies have a formal system for measuring reputation. Clearly, companies in every industry -- from Dow Chemical to Disney to DaimlerChrystler -- have much more to learn.
It is still the rare company that realizes the full value of its reputation: how corporate reputation can enhance business in good times, become a protective halo in turbulent times, and be destroyed in an instant by people at the lowest or highest levels of the corporate ladder. Mr. Alsop provides eighteen thoroughly documented lessons based on years of experience covering every aspect of corporate reputation, with a clear distillation of the complex principles at the heart of a reputation. He explains:

• How to protect your reputation when the inevitable crisis hits
• How to cope with the many hazards in cyberspace
• How to create a reputation for vision and industry leadership
• How to establish a culture of ethical behavior
• How to measure and monitor your ever-changing public image
• How to make employees your reputation champions
• How to decide when it's time to change your name
The result is a book that is important not only for business executives, consultants, and advertising, public relations, and marketing professionals but also for anyone eager to learn more about the companies they work for, buy from, and invest in.

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The 18 immutable laws of corporate reputation: creating, protecting, and repairing your most valuable asset

User Review  - Not Available - Book Verdict

Given the corporate scandals involving Enron, Worldcom, and other U.S. companies, Alsop's new book on corporate reputations is certainly timely. Alsop (Wall Street Journal) offers a primer ... Read full review

Review: The 18 Immutable Laws of Corporate Reputation: Creating, Protecting, and Repairing Your Most Valuable Asset

User Review  - Goodreads

Excellent book on the practice of valuing - and perhaps repairing - your company's reputation. Excellent anecdotes and brilliant prose. Buy it. Read full review


Maximize Your Most Powerful Asset
Know ThyselfMeasure Your Reputation
Learn to Play to Many Audiences
Live Your Values and Ethics
Be a Model Citizen
Convey a Compelling Corporate Vision
Create Emotional Appeal
Speak vsdth a Single Voice
Beware the Dangers of Reputation Ruboff
Manage Crises with Finesse
Fix It Right the First Time
Never Underestimate the Publics Cynicism
RememberBeing Defensive Is Offensive
If All Else Fails Change Your Name

Recognize Your Shortcomings
Stay Vigilant to EverPresent Perils
Make Your Employees Your Reputation Champions
Control the Internet Before It Controls You

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About the author (2010)

Ronald J. Alsop, a news editor and senior writer at The Wall Street Journal, has many years of experience reporting on and supervising the coverage of corporate brands and reputations. He has served as the newspaper's marketing columnist and was editor of its Marketplace page. His previous books include The Wall Street Journal on Marketing and The Wall Street Journal Guide to the Top Business Schools. He is also a seasoned speaker at international conferences on corporate reputation and has worked closely with leading research firms that measure corporate reputation. He lives with his wife and son in Summit, New Jersey.

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