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Apr 30, 2019

Netflix: Reputation and Familiarity 

Netflix: Reputation and Familiarity 

Netflix: Reputation and Familiarity

In recent years, Netflix has grown exponentially. In 2018, she was elected by the Reputation Institute as the most reputable brand in the United States. In the Top 10 of that same list, companies appear as different and with as much history as Lego or Rolex.
So what makes a relatively recent company like Netflix to take first place in this ranking?

The Reputation Institute points out some possible explanations and one of them is that brands should not be afraid to take very clear positions in certain situations.

The Kevin Spacey sexual harassment scandal is one of the examples mentioned. At that time, Netflix had two options: it supported one of its biggest stars or, regardless of the consequences, it fired the American actor. The company had no doubts in choosing the second option. The result seems to be that the public appreciates that brands take firm and consistent positions, regardless of the situation in question. In another situation, Jonathan Friedland, Netflix's CCO, was caught using less correct language in a meeting. Netflix did not hesitate and fired him immediately.

This type of transparency and consistency are values ​​that companies must follow. The level of information that the public has today is quite high and the data show that, when the trust relationship is broken, it is difficult for consumers to trust a certain brand again. The case of Netflix is ​​an excellent example of this.

The Reputation Institute also states that the fact that Netflix was able to transform itself into a mere repository of content for a producer of (disruptive) content is also decisive in achieving this result.

In short, the company today enjoys an enviable reputation. Consumers seem to have created a very strong emotional relationship with the American company and this will be something that the competition will have a hard time matching.


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