The average American pays little attention to profitability or stock performance when evaluating a corporation. We really don’t respond to faceless corporations but to their products, reputation, and media character. It turns out that we relate to simple, gut things such as the organization’s stand on safety, environment, trust, and yes, even babies. “Reputation is much more than an abstract concept; it’s a corporate asset that is a magnet to attract customers, employees, and investors,” says Charles Fornbrun, a New York University management professor.[i] Reputations are what last.
Corporate names, logos, brands, and trademarks are also powerful corporate and organizational images. What do you think of when you see the Windows or Intel logo on your laptop?
Managers, designers, or customer service reps who’ve worked above and beyond the call of duty are recognized and rewarded. A manager turned around a losing division. An engineering or product development team designed a profitable product. A customer service representative delivered a critical shipment during a snowstorm. These Brand U people or teams became corporate heroes.
War stories are day-to-day success stories that reinforce organizational myths and legends. They confer celebrity status on special individuals. They reveal real success stories. They communicate and reinforce shared values to new workers and other organizational stakeholders.
Going beyond the call of duty to wow a customer is often a metaphor for organizational excellence.
Friday afternoon pizzas and beer, a ritual in high-tech startups, allow people to decompress, discuss issues, and form bonds.
Ford’s ‘Quality is job #1’ is a commonly recognized credo.
[i] Alsop, Ronald, “The Best Corporate Reputations in America,” Wall Street Journal, P. B1.