Reputation Matters: The MWW Manifesto by MWWPR

REPUTATION MATTERS: THE MWW MANIFESTO

Hard to define, easy to lose. Reputation is everything. It’s the difference between a sale and no sale, the right hire and an empty office. It’s the difference between creating a legacy – or disappearing in a puff of smoke. You either have it or you don’t – and you can lose it in an instant. At a time when information is moving at light speed, the importance of reputation is second only to the importance of understanding how to gain it, maintain it, manage it, and protect it. But with the right building blocks in place, you’ll have a reputation strong enough to stand head and shoulders above the competition.

REPUTATION MATTERS: THE MWW MANIFESTO

“CHARACTER IS THE TREE, REPUTATION IS THE SHADOW” ABRAHAM LINCOLN

REPUTATION MATTERS: THE MWW MANIFESTO

THE REPUTATION PREMIUM: WHY IT MATTERS The reasons to avoid a negative reputation are going clear and easy to define. They are ripped straight from the headlines … market leaders out of business, CEOs disgraced before Congress, millions in shareholder equity wiped out overnight. But the value of a strong reputation is more than the absence of negativity. And it’s even more than protection against future negative events. It’s about real return:

• Between 2004 and 2009, companies with leading reputations achieved shareholder returns that were 100% higher than competitors’.1

• 85% of consumers would buy a product from a company with a strong reputation; only 9% would purchase from a company with a weak reputation.2

• Global business influencers estimate that 63% of a company’s market value is attributable to reputation.3

• A 5% enhancement of strength in existing reputation would yield a $600 million ROI for the average S&P500 company.4

A great reputation enables companies to weather the storms and rise to the top, no matter what the business cycle brings.

REPUTATION MATTERS: THE MWW MANIFESTO

BUILDING REPUTATION: OUR POV When it comes to building, preserving and enhancing reputation, the stakes are high, and the environment is ever-changing. It can be hard to determine what really makes a difference, and what is just “noise”— versus the reputation makers (or breakers) du jour. But one thing remains constant:

TRUST + RELEVANCE = ACTION. This simple formula guides our strategy for every reputation-building assignment. Trust is the greens fee. Without it, your reputation can only be one thing – negative. But trust alone doesn’t assure a positive reputation. Trust provides the opportunity to build your reputation…every day. Relevance is the difference between a neutral reputation and positive impact. It’s the bridge between consideration and purchase. It’s what makes you matter to your key stakeholders, and matter enough to drive them to action. Action & Engagement - Building reputation is a worthy endeavor. But toward what end? Ultimately, the benefit of a positive reputation is measured in the engagement and action of key stakeholders. Is your company the place where the best want to be? Do regulators and legislators give you the benefit of the doubt? Does demand for shares in your company sustain an upward share price trajectory? Are your products and services leading in market share?

That’s positive reputation in action. Because a great reputation isn’t just about knowing how to matter.

YOU HAVE TO MATTER MORE

REPUTATION MATTERS: THE MWW MANIFESTO

WHEN IT COMES TO BUILDING, PRESERVING AND ENHANCING REPUTATION, THE STAKES ARE HIGH, AND THE ENVIRONMENT IS EVER-CHANGING.

REPUTATION MATTERS: THE MWW MANIFESTO

REPUTATION BEGINS WITH A GREAT STORY The best leaders have the best stories – stories that convey who you are as a company, what you stand for, where you come from, and where you’re headed. The world loves a good story. MWW’s master narrative process helps you craft the best version of yours. Your story begins in the same place that your business did: with a big idea, a grand vision, and a promise to add value. Once this origin story has been established, we focus on how you’re living up to that value promise, with an eye to the future. We examine what elements are ownable and ring true to your business and mission, and then tease out the anecdotes that compel your various stakeholders to take action.

BUILD

TEST

REFINE

LEAD

PROGRAM

SOCIALIZE

REPUTATION MATTERS: THE MWW MANIFESTO

THE COMPANY YOU KEEP It isn’t called “leader of the pack” for nothing. Companies, executives and individuals are all judged by the company they keep. How you define your peer set, the groups you choose for partnerships, the organizations you support, even the places you choose to speak, all contribute to your reputation.

Are your executives leaders of their industry? Or of business and industry in general? Is your company a resource for leaders in the community? Do leaders in government seek your counsel when they consider important issues of the day? Are you recognized by your peers for leadership through awards, lists and rankings?

Are you sharing or transferring trust and relevance from third parties to your reputation? Or are you sitting on the sidelines?

INFLUENCING THE INFLUENCERS It used to be about advertising your story – now it’s about others telling it for you. Your best brand ambassadors aren’t the highest paid, but rather those who have social currency among their friends, their fans, and their followers. MWW helps you matter to the people who matter most.

REPUTATION MATTERS: THE MWW MANIFESTO

ARCHITECT THE CONVERSATION And no one matters more than your investors, your employees, your industry peers, and your customers. This is your network. We know how it’s wired. We know how to architect your network to make you matter more. Is your network working for your reputation? Or against it? Or is it dormant? Are you actively participating in your reputation conversation? Or are you just sitting back and hoping for the best? Because conversation without relevance is just noise. And if you’re not a part of the conversation, you’re just noise.

IN PEOPLE WE TRUST In the era of the “company man,” we trusted companies and institutions. We welcomed them into our communities, and then we chose a company and worked our way up to the gold watch. But in the wake of scandals, crises and bailouts, we no longer trust institutions. We don’t trust government. We don’t trust businesses. But we do trust people. That’s why CEO and executive reputation is so important. If your stakeholders don’t trust the person in charge, they won’t have confidence in the company’s ability to deliver. A powerful leader can do more than articulate a message . . . a powerful leader can rally an entire organization around a mission, inspire communities to action, and get people believing in business again.

REPUTATION MATTERS: THE MWW MANIFESTO

A POWERFUL LEADER CAN RALLY AN ENTIRE ORGANIZATION AROUND A MISSION, INSPIRE COMMUNITIES TO ACTION, AND GET PEOPLE BELIEVING IN BUSINESS AGAIN.

REPUTATION MATTERS: THE MWW MANIFESTO

A NEW LEADERSHIP PARADIGM

REPUTATION MATTERS: THE MWW MANIFESTO

It is about the mission, not the person, not the products, not the ego... the sum of the “moments.”

Remembered for their impact on their company... on an industry ... and on the world.

Leaders are judged by the company they keep... the team they build... and contributions beyond this quarter.

CHARACTER IS DOING THE RIGHT THING WHEN NOBODY IS LOOKING.

REPUTATION MATTERS: THE MWW MANIFESTO

REPUTATION BEGINS AT HOME Reputations are born and made within the walls of your company. Your employees are the single touch point for all of your constituencies…what they think, and more importantly, how they act, is the most valuable reputation currency. Earning employee trust begins in the C-suite. What you do matters more than what you say. Employees will wait, and they will watch. Do you walk the talk? Do they believe in you? Do they understand your vision? Do they demonstrate your company’s values every day? Reputation begins at home.

YOUR SOCIAL OBLIGATION Reputation may begin at home, but it’s reinforced by the good you do in your communities. Governance, social responsibility, sustainability – all of these things contribute to your image as a good corporate citizen – and help you earn the trust of your constituents.

Doing good, however, is more than warm and fuzzy talk in a CSR report. It isn’t just a box to check – though too many companies think it is. And it certainly isn’t a full-coverage insurance policy against crisis. Doing good is one of the reputation “intangibles” that make others feel good

about spending $5 for a cup of coffee or making a riskier investment. In short, doing good is simply the right thing to do.

REPUTATION MATTERS: THE MWW MANIFESTO

THE BUILDING BLOCKS OF REPUTATION Reputations are earned over time, methodically and strategically. And that goes for ours too. MWW has more than 25 years’ experience helping companies and brands assemble the building blocks for effective and sustainable returns on reputation. How have we earned our reputation as a leading independent, midsize agency? By following the principles that have made us successful: superior client service, senior level commitment, and a deep understanding and appreciation for what matters to your business. No client has ever had higher expectations for us than we have for ourselves. We aim high, but most importantly, we deliver. Because at MWW, nothing matters more to us than our clients. And we will stop at nothing to ensure you matter more – to your customers, to your employees, to the communities where you work every day.

We’ve built our reputation, one client at a time. The MWW difference makes you matter more, so we matter more. We don’t just stake our reputation on it. We stake our business on it. REPUTATION

TRUST DRIVERS

RELEVANCE DRIVERS

FINANCIALS

PRODUCTS/ SERVICES

EXCELLENCE

CAREERS

PARTNERSHIPS

CITIZENSHIP

WORKPLACE

COMMUNITY

SUSTAINABILITY

PHILANTHROPY

CONSISTENCY

LEADERSHIP

INTEGRITY

INNOVATION

VISION

REPUTATION MATTERS: THE MWW MANIFESTO

SOURCES 1.

Prophet Study: Reputation Winners, Losers (2010)

2014 Global RepTrak® 100

KRC Research

The Impact of Reputation on Stock Market Value,” Simon Cole, World Economics, February 2013

FOR MORE INFORMATION, PLEASE CONTACT: Carreen Winters

Executive Vice President, Corporate Communications Reputation Management 201.964.2410 | cwinters@mww.com

MWW

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