We combine stakeholder insights and strategic advice to help companies articulate and demonstrate their character
Our real-time tracking program allows you to keep track of stakeholder expectations and perceptions of your business and your industry on an ongoing basis and thereby build and maintain your corporate character.
Online Brand and Reputation Monitoring
Gain access to our ongoing study, gathering information on hundreds of companies on a daily basis. Results are digitally accessible through our online Brand and Reputation dashboard and are updated regularly.
Through the online Brand and Reputation dashboard you can:
Track your Brand and Reputation strength on a daily basis
Compare your Brand and Reputation strength with benchmarks and peers, at present or historically
See how the market reacts to news and events impacting your organization and your industry
Assess the success and effectiveness of your Brand and Reputation initiatives
One-to-one Presentation and Workshop
Once a year, timed to fit your planning cycle, we will present the main observations and findings about your organization in an interactive workshop.
The main focus of the workshop will be to interpret what the results mean for your organization and the different departments, and how they can drive action planning and decision-making.
Together we will work out a high-level action plan to address the stakeholder insights gathered over the preceding year and improve your Brand and Reputation.
Multiple Stakeholders and Insight Sources in One Dashboard
Get insights from all relevant stakeholders by integrating the Brand and Reputation Dashboard with other sources of information, internal or external, and across different geographies.
The online solution can be used to view and connect numerous types of input – PowerPoint reports, data files or other online studies – in one comprehensive view.
This provides quick and user-friendly access to cross-stakeholder insights from multiple sources, helping you better interpret the data, make sense of developments and act on findings in a more informed way.
CORPORATE CHARACTER MODEL
Just as character matters in people, it matters in organizations
The concept of character implies the sum of an individual’s features and traits, including the existence or lack of moral virtues such as empathy, courage, integrity and honesty. It also implies a measurement of uniqueness and individuality.
Similarly, Corporate Character refers to the enterprise’s ethics and individuality – its differentiated identity and purpose, and how it defines, activates and aligns its values to meet expectations of internal and external stakeholders.
Corporate Character drives business results
We at Caliber structure our thinking around Brand and Reputation management through the Corporate Character Model illustrated below. We see a strong Corporate Character as being reflected and validated through positive perceptions, attitudes and emotions towards the company by its stakeholders.
1. Information and experience
Stakeholder perceptions of a company are shaped through three main interaction areas: direct experiences (e.g. buying and using the products, dealing with customer service, working for the company or visiting its offices or stores), the company’s own communication (PR, marketing, reporting etc.) and third-party information (such as media, expert opinions and word of mouth).
Reputation (rational perceptions) serves as the foundation for general acceptance of the company by its stakeholders, and provides it with a licence to operate. In other words, a strong Reputation builds consideration. This type of rational perceptions is often referred to as “table stakes” – every company is expected to fulfill them to a certain minimum degree.
Brand (attitudinal perceptions) helps distinguish the company from its competition and gives stakeholders the desire to engage with it. In other words, a strong Brand builds preference.
4. Trust and Affection
Together Brand and Reputation influence the level of trust and affection (emotional bond) towards the company. Being trusted and liked suggests that a company is perceived to have a strong character.
It is trust and affection that drive actions and stakeholder behavior (e.g. buying products and services, recommending the company to others, investing in it, working for it and advocating on its behalf).
6. Business Results
Positive stakeholder behavior enables the organization to achieve its business results (meet commercial goals, enter new markets, successfully release new products etc.).
PROOF OF CONCEPT
There is a direct proven causal relationship between the strength of an organization’s Brand and Reputation and the level of Trust and Affection stakeholders have towards it. In turn, Trust and Affection are closely linked to (and are the best proxy for) actual behavior from stakeholders towards that organization.
The percentages above are based on Adjusted R-square figures indicating the strength of the modelled relationship from 0% (no explanatory power) to 100% (full explanatory power). Strong models within the research field are said to be within the range of 60%-80%.
FREE TRIAL REQUEST
Fill out the details below to get your free trial.
Our consultant will contact you shortly thereafter in order to agree the list of companies you would like to gain access to.