Excerpts from Foreword by Phil Kotler

It takes years to build a good reputation, and bad news can destroy it in a matter of seconds.


Company reputation goes beyond customers. It includes investors, employees, channel partners, and society at large. Businesses operate in a world that is driven by rapid technological advances, the emergence of a truly global marketplace, and an increasing need of companies and people to find meaning and purpose, not just material fulfillment. Everything good or bad about a company can be picked up in social media and disseminated throughout the world. Worse than that, anyone can go on the Internet and send out misinformation or disinformation if they want to hurt a company's reputation.


Daniel Diermeier's book Reputation Rules tackles these issues head-on. CEOs and board members are increasingly recognizing that a company's reputation is among its most valuable assets, yet we still hear of one major corporate crisis after another, from such respected companies as Toyota and BP to Johnson & Johnson and Walmart. Diermeier's diagnosis is that most companies lack effective reputation management capabilities to operate in this ever more challenging business environment.


In Reputation Rules, Diermeier shows why existing reputation management approaches fall short and how to develop effective strategies and processes. He draws on extensive research and illustrates these insights with rich case studies from a variety of industries. He shows how to integrate reputation management deeply into the culture and structure of companies.


Reputation Rules is a landmark work bringing to light Dr. Diermeier's groundbreaking insights in this critical area. In addition to such studies as Shell's confrontation with Greenpeace, Mercedes's recovery from the Moose crisis, AIG's executive bonus fallout and Wal-Mart's reputation-building response to Hurricane Katrina, Dr. Diermeier describes the frameworks, strategies, and processes for:


  • Overcoming direct challenges from influential activist and political forces
  • Managing corporate scandals, including executive compensation
  • Using external, seemingly unrelated events to boost reputation
  • Building a reputation management process into everyday operations


Brimming with keen insights and lucid examples, Reputation Rules is a guidepost for your organization's future—and a salve for crisis management.


Excerpts from Philip Kotler's Foreword in Reputation Rules, by Dr. Daniel Diermeier.


Reputation Rules: Strategies for Building Your Company's Most Valuable Asset

Daniel Diermeier

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