The Authenticity Report 2014
In a world where organizations and management are under increasing scrutiny, understanding expectations is fundamental. To succeed we must align what we say and how we behave (our brand) with the shared perceptions of others (our reputation). The pressure to bring brand and reputation together is driving a new narrative.
Instant information and heightened interaction are exposing organizations where marketing and corporate communications continue to be managed in silos, often working with little reference to each other. A new model is evolving where the intersection of brand and reputation offers executives a new, single view of their organization.
No firm is doing more than FleishmanHillard to help organizations understand this emerging model and to deliver actionable data and insights. In 2012 FleishmanHillard and Lepere Analytics partnered to create a new methodology to help companies understand and proactively manage the Authenticity Gap – the gap between stakeholder expectations and their actual experience of a company or brand. These insights create a path to deeper, more meaningful relationships with stakeholders.