Simply Better
Simply Better
There are two broad ways to create a simply better reputation than one’s competitors, namely, being seen to be ‘best at something’ and/or ‘best for somebody’. Apple’s corporate reputation is based on being best at designing engaging user-interfaces for its various iProducts. In the old mainframe era of computing IBM was known as being best for many corporate managers as evidenced by the saying at this time – “Nobody ever got fired for buying IBM”. To be clearly better or best requires a 30% advantage over competitors.
Keywords: Stakeholder value propositions, Stakeholder relationships, Corporate branding, Trust
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