6th November 2017
Almost half of Fortune 500 companies fail the ‘brand resilience’ test, causing millions of dollars of reputation damage, according to new research published today by Grayling.
The Critical Conditions research examines the brand search profiles of a cross-section of international companies from the Fortune Global 500, taking a look at the biggest issues that affect them, and using Grayling’s proprietary GCore reputation management tool to determine the reputational health of their search spaces. In the realm of ‘too big to fail’ brands, do their digital and communications strategies culminate in an online space that is resilient?
The research found that:
Grayling’s global head of strategic services, Jon Meakin says: “With NGOs, online activists and citizen journalists, as well as the fourth estate, holding businesses, politicians and others to account, you can forget the idea of negative stories being ‘tomorrow’s chip paper’. As our research shows, online, they can hang around forever. And that can have a real impact on a brand’s reputation and even value."
Critical Conditions assesses the issues and brand resilience of the top ten brands within the following sectors represented in the list of Fortune Global 500 companies, wih additional analysis and context by an international panel of Grayling’s sector experts:
“Information access connects organizations with their audiences directly, but brings with it higher expectations of corporate transparency and ethical behavior," adds Meakin. "Google search is the new reputation battleground, and any organization that places a value on its public image needs a proactive approach to the management of its search profile.”
The Critical Conditions research is part of Grayling’s Advantage Series, a research and insights program that addresses some of the major reputational, regulatory and communication challenges facing organizations today. Critical Conditions may be viewed here.
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