Why is it that small and independent customer facing businesses often understand the role and importance of brand reputation so much more than larger brands? These smaller brands seem to have a much clearer idea of how their brand is perceived than larger brands do. What is it that causes larger brands to behave this way? Is is corporate arrogance? A tradition of the small business?
Only last week, I discussed the emergence of ‘Google-Enabled Choices’ and the fact that just three negative reviews are sufficient to deter consumers from purchasing and this is a classic example of how the web can cause negative brand perception to spread like wildfire amongst consumers globally, and all whilst the brand goes on thinking its reputation is impeccable because its annual Corporate Responsibility report says so.
Reality Check. Your brand reputation is only as good as the word of your customers and so how the brand is perceived by all of your stakeholders and this is something that means more than corporate views on what they think their brand reputation is.
I thought it would be interesting to find out your views on this so please do participate in my poll.
Graeme Crossley
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Member since: 18 Aug 2008
Last login: 24 Nov 2009
Total Posts: 35
