Where Brand and Reputation Collide
Date: Wednesday, May 21
An organization’s brand — what it says about itself — traditionally has been the domain of marketers. And its reputation — what others say about it — has been the territory of communicators. However, this model has proved to be outdated, potentially creating a gap between what an organization says and the experiences and beliefs of its audiences. It’s a gap that greatly can derail business success. Only when the two are intimately aligned can an organization achieve real authentic engagement with its audiences. This session explores global findings on what drives the “authenticity gaps” between audiences’ expectations and experiences across a wide variety of industries. In addition, the session will feature Authenticity Gap reports, complete with industry-specific data.
Wednesday, May 21
10:45 – 11:30 a.m. CT
- Marjorie Benzkofer, global reputation management lead, FleishmanHillard
- Terri Larson, director, U.S. Corporate and Business Communications, Enbridge
- Dick Mullinax, global energy and utilities lead, FleishmanHillard