MSLGROUP's Reputation Impact Indicator Study sheds light on the importance of corporate “mind space” – a measurement of how easily a person can relate to a company – in determining a brand or company’s reputation. The study’s results demonstrate that “mind space” – meaning both how easily a person relates to a company and the nature of the connotations invoked - plays a different but equally important role in corporate reputation compared to people’s rational views about products, services, financial performance, corporate behavior and how those companies manage relationship with consumers. Findings from our Reputation Impact Indicator study highlight key challenges facing global reputation managers today. Download The Reputation Impact Indicator Study here: http://ow.ly/NLjIW We hope you enjoy reading it and invite you to share your feedback and tips with us on Twitter @msl_group. Follow #ReputationImpact on Twitter for insights from the report.

1. TRUTH
Companies with a clearly
defined Mind Space will
enjoy a more robust
corporate reputation, while
companies with a low
“relatability” factor will
have a weaker reputation.
In the survey, companies
with clear Mind Space
enjoyed a reputation that
was 43% higher on average
than those that did not.
IMPLICATION
Building positive
associations in the
stakeholders’ minds’ eye
is key for Mind Space.
This is where authentic
and engaging storytelling
is crucial.
TRUTH
What the audience values
and the expectations it
has of a company is largely
decided by the industry
in which the company
operates.
IMPLICATION
Management and
communications
professionals must
have an understanding
of the specific reputation
dynamics within their
field of business.
TRUTH
In today’s digital era, the
number of exchanges
between a company and
the customer has exploded
– how do you create
meaningful connections?
IMPLICATION
Companies must
use fact-based input to
evaluate which elements
of their communications
have the most positive
impact on their reputation.
TRUTH
Delivery of a company’s
core business and ethical
business behavior are the
main drivers of corporate
reputation for the general
public.
IMPLICATION
The way an issue is
handled and the perceived
level of transparency and
sincerity can have as large
impact on the reputation
of the company as the
issue itself.
TRUTH
Brands are global;
corptorate reputation
is local.
IMPLICATION
A global strategy for brand
building and marketing
does not mean that a
company can take a global
approach to reputation.
TRUTH
Reputation is more
dynamic than ever before;
the challenges this poses
to a company have never
been greater.
IMPLICATION
With pressure on the
bottom line never greater,
companies should free
themselves to focus on
optimal rather than
maximal reputation.
The Reputation
Impact Indicator
Key Findings
‘Mind Space’
matters
Finding the
right balance
Global brands,
local reputations
Actions speak
louder than words
Navigating
complexity with facts
Industry
specifics