Many executives often speak about corporate reputation and brand as if they are one and the same. They are not, and confusing the two can be costly. Focusing on reputation at the expense of brand can lead to product offerings that languish in the market. On the other...
Brand and reputation are tightly linked but not synonyms. I raise this because I seem to be having more and more conversations where brand projects are being renamed as reputation projects to make them more “palatable” internally. That in itself says a lot about what...
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