allaboutadvocacy.com

Advocacy & Consumers

Just read some research from IPSOS Public Affairs, an arm of the research company IPSOS Reid, on the link between reputation and the bottom line. The article titled In Search of The Holy Grail describes how corporate reputation used to be focused on discrete, hard to reach stakeholders and now has expanded to include consumers.  Of course, we agree that companies care a great deal about the companies where they buy their products and services from and companies with a good reputation have an easier time earning consumer trust. IPSOS’ reputation model (a pyramid) show how reputation is built through five drivers – awareness, familiarity, favorability, trust and advocacy. “Simply put, a company must be known to be liked; must be liked to be trusted; and must be trusted before a person is willing to advocate for it.” Their reputation pyramid is based on the premise that we at Weber Shandwick subscribe to too which is that advocates endorse your reputation and bring along others to help you make the claim that you can deliver on your promises and deserve their support. Advocacy is increasingly being recognized for its ability to make the difference in reputation and consumer purchases.