Monumental shifts in the reputation landscape today are transforming how and what companies communicate. Radical changes caused by the Internet, globalization, NGOs/third parties, diminishing returns on traditional media, a more demanding general public and increasing social activism have created a new dynamic where the company behind the brand is becoming as or more important than individual brands themselves.
As consumers around the world have greater online access to a brand’s lineage, the influence of the brand “parent” or company behind the brand matters even more. In this uncertain climate, consumers expect more from leading companies and have no trouble boycotting those that fail to live up to new standards. At the same time, leaders need to know how to do business in an environment where consumers are not just purchasing their products or services on their own merits, but are also shopping by company reputation. The mounting convergence of brand and corporate reputation revealed in our study ushers in a new era of marketing communications.