Purpose Is Key to Brand Reputation

What’s in a brand name these days? How does a brand establish and maintain a good reputation in the current heavy business weather of increased transparency and overheated social media? Purpose is one of the three key factors, concludes the 2018 Porter Novelli/Cone Purpose Premium Index: How Companies Can Unlock Reputational Gains by Leading with Purpose. (The other two elements are quality and vision.) The study evaluates consumer perceptions of the top 200 companies in the U.S. and finds that purpose and reputation are intrinsically linked. “Purpose is the final major dimension of reputation,” claims the study. “Comprising 13 percent of a company’s overall reputation, the Purpose Premium, can boost overall reputation to edge out competitors and build vital brand affinity among consumers.” 

John Howell, Editorial Director

Company News

Dec 5, 2018 7:30 PM ET

It’s been about a week since #GivingTuesday and we’re still replaying all the special moments of cheering, laughter, hard work and happy tears. Our entire company rallied together to achieve new heights of Goodness. It started with our...

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Dec 5, 2018 5:30 PM ET

SEATTLE, December 5, 2018 /3BL Media/– Boeing [NYSE:BA] and ELG Carbon Fibre today announced a partnership to recycle excess aerospace-grade composite material, which will be used by other companies to make products such as electronic...

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Dec 5, 2018 5:20 PM ET

Still thinking about rallying your company’s employees around a donation drive to support the community this holiday season? It’s not too late!


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Dec 5, 2018 5:10 PM ET

December 5, 2018 /3BL Media/ P&O Cruises is set to welcome onboard its ‘Homegrown Hero’ Campbell Remess, the Tassie teenager internationally recognised for making thousands of fluffy teddy bears for sick children and establishing...

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Dec 5, 2018 4:00 PM ET

CLEVELAND, December 5, 2018 /3BL Media/ - KeyBank Community Development Lending & Investment (CDLI) provided The Millenia Companies with $59.2 million in combined construction to permanent loan financing for...

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Dec 5, 2018 2:45 PM ET

Novartis has signed an agreement with the municipality and the Patronato of Santa Tecla in El Salvador to distribute the Novartis Access portfolio to low-income patients with non-communicable diseases (NCDs) in this community. Beyond...

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Dec 5, 2018 2:00 PM ET

Allstate released its new Sustainability Report, highlighting achievements in reducing its environmental footprint, increasing the diversity of its workforce and building strong communities.

This is Allstate’s 16th...

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Dec 5, 2018 1:25 PM ET


Consumers Like Brands That Take Stands
Almost every company’s website has a section called “Our Values.” Many have a section titled “Our Mission,” sometimes related to the values...

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Dec 5, 2018 1:10 PM ET

Corporate bosses don’t motivate new generations of workers when it comes to philanthropy. Learn how to use viral engagement techniques to get your total workforce fired up about your programs. You will...

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Dec 5, 2018 12:00 PM ET

This content was initially published in CECP's 2018 edition of Giving in Numbers, the industry-leading report on the corporate sector's continuous...

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