With the rise of big data in marketing, it’s more important than ever for communicators to use the right metrics to illustrate ROI to C-level executives. In this Fast Forward Friday, James Savage explores how.
12
Apr
Apr
With United Airlines caught in a crisis surrounding treatment of an international passenger, enterprise organizations should take note about the implications of reputational crises—and how to navigate them.
Corporate leaders generally think of their firm’s overall reputation purely in terms of product strengths, financial performance or processes, often leaving the heavy lifting of defining and building reputation to marketers and communicators. In what’s quickly becoming dubbed a “reputation economy,” managing your company’s reputation is a full-time job.