“Trust, reputation and purpose are a new holy trinity for most brands,” Icon Reputation’s Director Mark Forbes says in his interview on The CMO Show, while warning that brands who were inauthentic courted reputational disaster.
The podcast explores brand reputation, authentic communication and the power of earned media. Mark says that marketers can use brand reputation to influence customer decisions and behaviours amidst a competitive environment.
“We’re seeing trends being exaggerated and accelerated by [the coronavirus], as people are looking for things that they can believe and trust in,” says Mark.
“Reputation is your most valuable asset, and you need to both promote it and protect it,” says Mark. “Craft your story with quality content, you need to shape and own your message”
“Particularly in the current climate, companies need to be cautious about straying too far out of their lane. As well as purpose, people want authenticity.”
Check out the episode of The CMO Show and the full transcript here: The CMO Show – Mark Forbes on brand reputation.
Download a free copy of the e-book Surviving Crisis for a practical guide on
preparing for, and managing, a reputational crisis.