The brand McReputation

Scot McKee

Scot McKee, managing director of B2B consultancy Birddog, is appalled to discover that only 2% of Britain's top companies have a marketing professional on the board - given that company and brand reputation are regarded as vital to corporate success.

The brand McReputation

Scot McKee

Speak to any CEO of any of the FTSE 500 companies and the odds are they'll tell you that their corporate 'reputation' is critical to their company's success. Not only that, they'll tell you that reputation is one of their biggest fears. For as much as it can contribute to success, reputation can bring companies, big companies, down. Remember the consequences of Gerald Ratner's after-dinner speech? Remember what happened to Arthur Andersen after Enron? Oops. In MORI's report, 'The Changing Views of Big Business', it was found that senior board directors of Britain's largest companies...

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