Rules Of Reputation: How to manage a brand's reputation

RULES OF REPUTATION is about how to create and manage a brand's reputation. Its goal is to help you recognize the true value of a good reputation. And to show you how best to manage yours. It is a resource for business leaders, marketers, and entrepreneurs who want to make a bigger impact with their brand. The book explains 40 simple rules of reputation, covering important ideas around reputation-building, branding, marketing, earned media and PR, such as... - Why a good reputation is worth more than money. - The vital importance of knowing how you will change the world. - Why you should start at the end. - Identifying your superpower. - Finding your look. Finding your voice. Finding your narrative. - Why start-ups are built on reputation, not advertising. - Why some big brands stay big, and some die. - Why you should be messaging for reputation, not sales. - Why talkaboutability is your new goal. - Why you should always be comparing yourself to the number one. - How PR earns reputation in a way money can't buy. - How to manage a reputation in the age of AI and deepfakes. - Building an AI Citation framework. - How to measure brand reputation. Rules Of Reputation not only draws on exiting thinking and case studies, but it also introduces new concepts to simplify the complexity of reputation management, such as... - The 4 P's of Reputation - Brand Superpowers - Brand Proofs - Brand Song-sheets - Talkaboutability - The 'Share Of Most Wanted' reputation KPI - An AI Citation Framework - PR in a world of AI and deepfakes Rules of Reputation is written by Eric Hollreiser and Chris Herd. We have spent a combined 60 years building and managing brand reputations for many world-leading brands. This book condenses what we've learned along the way into 40 simple rules of reputation.