Outlook 2022: Four Trends in What Will be Important for Companies in Society
Social and political demands on companies will continue to increase in 2022. Good products, decent returns and the occasional CSR campaign are no longer enough to earn the License to Operate. Start preparing now for next year's most important reputation issues...
Why comparing Prince Charles and Ozzy Osborne illustrates our need for personas
Currently, the well-known comparison of some character traits of the British heir to the throne Prince Charles and the musician Ozzy Osborne is circulating through the social media. In some cases, this comparison and the accompanying text suggest that creating personas as a method for targeted communication is worthless, because then the two people, who seem very different, would be the same persona. In fact, this is not true - rather, the comparison is a...
What Reputation Management Means for Brands and Why it is Important
Our colleagues at news aktuell recently published a survey according to which reputation is important or even very important for 97 percent of companies in Germany. Despite this overwhelming importance of the topic, however, only slightly more than half have a strategy for systematically building it up — and only slightly more than a third measure changes on a regular basis. Sounds unusual at first glance — after all, one would assume that communicators should...