HOW TO: Go beyond brand awareness to effectively manage your reputation
How B2B businesses can leverage this shift in power now they're no longer in full control of their reputations
The landscape in which brands now operate has changed beyond recognition, as has the responsibility for organisations in their role as brand guardians. A brand’s reputation, once a healthy product of a successful strategy, can now be driven and developed completely by its customers, prospects and other external audiences. This change has the potential to mean newly empowered ‘users’ can have a major influence on a business’s success. Or failure.