The document provides an overview of reputation marketing and how to cultivate a positive reputation. It discusses how reputation is formed based on past experiences and expectations of future behavior. Reputation is distinguished from branding. Key aspects of cultivating reputation that are highlighted include having a clear mission, understanding how to communicate messages to constituencies, and setting up systems and culture to exceed expectations. Examples are provided comparing the reputations of Southwest Airlines and United Airlines, focusing on their different approaches to mission, messaging to customers and employees, and workplace culture. The presentation emphasizes that reputation is intentionally grown through consistency in delivering on mission across all communications and interactions.

1. Presented by
Reputation Marketing
May 11, 2017
SEJ Summit Chicago | @Rhea

4. Vs.
~$300
~$11,550 - $150,000

5. The Numbers
Market cap: $36.4 billion
Sales: $5.37 billion
Employees: 12,244
Market cap: $11.2 billion
Sales: $4.24 billion
Employees: 15,800
Hermès Coach

6. What is reputation?

7. Reputation is
an expectation of future
behavior based on past
experiences.

8. Charting
YOUR REPUTATION

12. reputation marketing
[rep-yuh-tey-shuh n mahr-ki-ting]
noun
1. the action or business of
cultivating and promoting a
positive reputation.

13. Great reputations are grown
through consistency
(delivering on expectations),
dedication to your mission,
and the element of…

15. “surprised consumers [by
negative news] are twice as likely
to stop buying the product as they
are to continue buying it. ”
http://webershandwick.asia/research-multi-brand-spotlight/

16. Isn’t reputation the same
thing as branding?

17. 😡
NO.

18. The Marketing Matrix
THE BRAND / REPUTATION QUADRANT

19. BRAND MATTERS
BRAND MATTERS LESS

20. REPUTATION
MATTERS
REPUTATION
MATTERS
LESS

21. BRAND MATTERS
BRAND MATTERS LESS
REPUTATION MATTERSREPUTATION MATTERS LESS

22. BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS

23. BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS

24. BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS

25. BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS

26. BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS

27. How do you intentionally
cultivate and promote
your reputation?

28. Apply 3 reputation principles
to every constituency

29. CUSTOMERS
SHAREHOLDERS
EMPLOYEES
COMMUNITY
MEDIA
GOVERNMENT
PARTNERS
Who are your
constituencies?

30. 1Have a clear
mission.
Mission. Mission. Mission…
(I say this a lot.)

31. 2Understand how
you’re going to
communicate your
message
(and where)

32. 3Setup systems and
culture to exceed
expectations
(This doesn’t happen by accident)

33. EXAMPLES!

37. “That would never have
happened at Southwest.”
- Former HR coordinator at Southwest

38. Why?

39. 1Mission.

40. United’s Mission

41. 😕
I couldn’t find it…

42. I did find United’s Purpose…

43. Connecting People.
Uniting The World.
Every day, we help unite the world by
connecting people to the moments that
matter most. This shared purpose drives us
to be the best airline for our employees,
customers and everyone we serve.

44. How are they going to do that?

45. Versus:

46. Southwest’s Purpose:
To connect People to what's important in
their lives through friendly, reliable, and
low-cost air travel.

47. Southwest’s
Customer Mission

49. Southwest’s
Employee Mission

50. “To Our Employees
We are committed to provide our Employees a
stable work environment with equal opportunity
for learning and personal growth. Creativity and
innovation are encouraged for improving the
effectiveness of Southwest Airlines. Above all,
Employees will be provided the same concern,
respect, and caring attitude within the
organization that they are expected to share
externally with every Southwest Customer.”

51. TIP:
PERFORM A RECALL TEST
Can each of your constituencies
recall your mission?

52. 2Message.

53. United’s CEO Message

55. To the world we serve,
United Airlines is such an iconic brand that over many decades we've come to occupy an important place in the lives of our employees and customers. The very name United has a way of evoking strong
memories and an uncanny power to set a person to humming the opening bars of "Rhapsody in Blue" without even noticing it.
Perhaps you flew with us to reach a child's graduation or wedding. Maybe you trusted us to get you to that big job interview on time, or to embark on new adventures, or to reunite with old friends. We've been
there for you during the daily grind of business trips, and I hope we've made those countless miles seem more comfortable and productive.
Like you, I've enjoyed a long association with United.
For me, the name United evokes something special. It brings to mind the countless inspiring stories of so many dedicated professionals I've met. Each day, they make me proud to call myself a member of their
team. I see our people going the extra mile for our customers and for one another. I see them brave the elements and endure the long hours and late nights, often far away from their homes. I see them strive to go
beyond expectations and deliver a better experience for our customers with each flight.
This is the vision of our company that I find most inspiring. In order to find out what the rest of my colleagues felt most inspired by, we conducted interviews and gathered thousands of viewpoints from people
across our system.
The result is our company's first-ever statement of Shared Purpose and Values.
It will serve as the touchstone of our efforts and the benchmark of our progress as we strive to create the best airline in the world for you.
First, our Shared Purpose: "Connecting people. Uniting the world."
Every day, we help unite the world by connecting people to the moments that matter most. This shared purpose drives us to be the best airline for our employees, customers and everyone we serve.
That's our destination. Our Shared Values are what will get us there:
We Fly Right: On the ground and in the air, we hold ourselves to the highest standards in safety and reliability. We earn trust by doing things the right way and delivering on our commitments every day.
We Fly Friendly: Warm and welcoming is who we are.
We Fly Together: As a united United, we respect every voice, communicate openly and honestly, make decisions with facts and empathy, and celebrate our journey together.
We Fly Above and Beyond: With an ambition to win, a commitment to excellence, and a passion for staying a step ahead, we are unmatched in our drive to be the best.
As you fly with us, I hope you see and feel these values being put into action with everything we do to serve you.
They represent a commitment to you and the commencement of a new era of excellence for this airline.
I hope that the next time you hear the name United Airlines, what comes to mind are all the ways we live up to these commitments.
To the "New Spirit of United,"
Oscar

56. Southwest’s CEO Message

57. Warm & friendly!Concise &
clear!
More info!
Focused on the
most important
constituency!

58. Maybe United’s values
hold the answers?

59. United’s Values:
We Fly Right: On the ground and in the air, we hold ourselves to the highest standards in safety and
reliability. We earn trust by doing things the right way and delivering on our commitments every day.
We Fly Friendly: Warm and welcoming is who we are.
We Fly Together: As a united United, we respect every voice, communicate openly and honestly,
make decisions with facts and empathy, and celebrate our journey together.
We Fly Above & Beyond: With an ambition to win, a commitment to excellence, and a passion for
staying a step ahead, we are unmatched in our drive to be the best.

60. These are presented with videos
and visuals like this:

63. We Fly Friendly is followed
by this very friendly and inviting
picture:

65. By comparison…

66. Southwest’s History

67. We Weren't Just Airborne Yesterday - Time flies
when you're having fun!
More than 38 years ago, Rollin King and Herb
Kelleher got together and decided to start a different
kind of airline. They began with one simple notion: If
you get your passengers to their destinations when
they want to get there, on time, at the lowest possible
fares, and make darn sure they have a good time doing
it, people will fly your airline. And you know what?
They were right.

69. One more example:

70. What do you feel when
you see this?

72. Versus:

74. 3Culture.

76. Glassdoor Awards
Best Places to Work:
2017 (#28)
2016 (#42)
2015 (#15)
2014 (#21)
2013 (#12)
2012 (#17)
2011 (#2)
2010 (#1)

79. Your vision, purpose, mission,
messages, and values matter deeply
in setting expectations for every
constituency and cultivating a culture
that consistently delivers on and
exceeds expectations.

80. MORE EXAMPLES!

86. There it is!
“Creating
powerful plant-
based solutions
for your home and
family.”

87. Clear, simple nav
You can quickly
get more info on
their mission and
HOW they act on
it.

89. 74 referring domains
including:

90. Audit your digital assets to see if
they clearly feature your mission
and key messages.

91. Property Message
Website Mission appears in About section.
Facebook No reviews. Mainly promotes the newsletter. Better promotion of work and employees of all of the
social channels.
Twitter Minimal engagement with a confusing array of social posts and shares that does not effectively
support the brand’s mission. Used to promote the newsletter, which does not support the mission.
LinkedIn Minimal engagement. Used to promote the newsletter, which does not support the mission.
Instagram Obscure hashtag use that isn’t inclusive and tries to brand, but fails. Minimal social engagement.
Content focused on work life, not the work itself.
Wikipedia Flagged as advertisement
Glassdoor Less than 50% approve of CEO, 3.6 rating out of 5.

92. Start with a simple self-recall. Do
you know your mission if I were
to wake you in your sleep? Do
your customers?
Credit: Paul Argenti, Tuck Executive School of Business

93. Thank you!