Published on July 23, 2010
Rankings Johnson & Target Boeing Visa United Healthcare Ci.group Johnson Kra9 General Electric Verizon Sprint Nextel Wells Fargo Halliburton Disney Kodak AT&T Charles Schwab Aetna Goldman Sachs Campbell’s Soup Coca Cola GEICO Novar.s Toyota BP Home Depot Kimberly‐Clark Allstate Merck Cigna Google Pepsico (Pepsi) Sanoﬁ‐Aven.s E*Trade Chevron Procter & Gamble Ford GlaxoSmithKline Time Warner HSBC Apple IBM Pﬁzer American Express Merrill Lynch MasterCard Nestle McDonald's Travelers Bank of America Worldwide Microso9 Wal‐Mart General Motors Comcast Exxon Mobil The Strategic Interac.ve Research Company™ www.visioncri.cal.com
Backlash Blues Average company seen as trustworthy by a third. But greedy, secre.ve and arrogant by more than a quarter. There is ample evidence that companies have not told their stories well and are losing ground because of this. The Strategic Interac.ve Research Company™ www.visioncri.cal.com
Highlights Presence of Nega'ves That is not the Angus Reid way. Reputa.onPLUS+ confronts the nega.ves we all know are out there. The Strategic Interac.ve Research Company™ www.visioncri.cal.com
Highlights Presence of Nega'ves Average All Companies Has top executives who are more concerned about how much money they make than long term health of company Puts profits ahead of what is good for the US A company whose best days are behind it N = 800 for each company studied The Strategic Interac.ve Research Company™ www.visioncri.cal.com
Highlights Presence of Nega'ves Average All Companies N = 800 for each company studied The Strategic Interac.ve Research Company™ www.visioncri.cal.com
Beneﬁts of Reputa'onPlus The Strategic Interac.ve Research Company™ www.visioncri.cal.com
Reputa'onPLUS+ Your Reputa'on Now ‐ in the crucible of ci.zen ac.vists, social media and key issues facing business and society. Ac'onable Guidance for communica.ons strategies and tac.cs (messaging, targe.ng, channels, etc.) Compe''ve Advantage. Your strengths and weaknesses vs. industry compe..on and gold standards. Accountability. Establishing benchmarks. Consistent Metrics to evaluate rela.onships across a wide range of cons.tuencies. The Strategic Interac.ve Research Company™ www.visioncri.cal.com
What We Know About All 54 Companies • Awareness • Recall news – Tradi.onal Media • Familiarity – Posi.ve, nega.ve, neutral • Overall Favorability – Adtudes more/less favorable • 1‐2 words come to mind • Recall news – Social Media • 1‐2 good points – Posi.ve, nega.ve, neutral – Adtudes more/less favorable • 1‐2 bad points • 23 posi've/nega've aUributes • Deal/ever dealt with company • Recommend products/services • Recommend stock The Strategic Interac.ve Research Company™ www.visioncri.cal.com
Data Source 10,800 From Vision Cri'cal Interviews Springboard Panel US (April 29‐May 30, 2010) 54 Companies 800 interviews Studied per company The Strategic Interac.ve Research Company™ www.visioncri.cal.com
Contact: MaU Worden Director, Business Development (212) 402‐8216 maU.worden@visioncri'cal.com
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