What makes a good reputation campaign?

Whether your organization has a recognized brand that wants to differentiate itself from the competition, or a player looking to create their own brand, there are a few ingredients that should be part of of any effort to reputation building:

Focus: A good campaign should have a unique message and a clear, simple focal point. Drawing lessons from iconic advertising campaigns, they recognize that when it comes to creating a memorable corporate initiative, simple is better.

LeadershipCreating and implementing successful integrated campaigns on any scale requires coordination, teamwork and a strong sense of common purpose. For this to happen, an organization needs leaders who are able to bring people together and motivate them to make things happen.

Strategy: The saying goes that nothing kills a good product faster than bad publicity. A good reputation campaign is built into a company's model and strategy, not hammered out by the marketing and public relations team.

CommunityNo driven organization launches a proactive reputation campaign without first making sure that others - including its employees - are committed to contributing to the effort. A good reputation initiative is underpinned by a chorus of supportive voices, the more diverse this chorus, the better.