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b'In today\\u2019s world of social media, accountability, and transparency - being a brand means so much more than the products a business puts out. Brand or image is manufactured to create an impression in customers\\u2019 minds.
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\\nA brand is something businesses can manage \\u2013 their image, what you say and don\\u2019t, etc. However, reputation is something that businesses can\\u2019t really manage \\u2013 what is said behind their backs.
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\\nAll businesses need to consider, understand, and focus on their reputation. Therefore, reputation is far more important now than brand. As customers and employees, we demand that businesses behave properly. People can quickly identify when they are being duped or tricked by a business.
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\\nBusinesses should create a culture of service and value for both customers and employees. They have to combine all components \\u2013 branding, reputation, staff, culture, and so on. Businesses need to think about all of the pieces and understand the \\u201cBig Picture.\\u201d
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\\nGoogle, Apple and other businesses are known for their culture. Those are companies with reputations that make people want to work there \\u2013 and where customers go for products and services!
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\\nAbout Neil:
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\\nNeil specializes in reputation management with some of the world\\u2019s biggest brands. He had a background in graphic design when he started getting requests about the importance of image for businesses \\u2013 this is otherwise known as branding.
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\\nHowever, in today\\u2019s world, branding has given way to something else \\u2013 reputation! So now he helps organizations think about their reputation. He helps them understand the importance of reputation and to create strategies that build the best reputations possible \\u2013 based on the truth.
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\\nChallenged Issue:
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\\nIn a world built on reputation, what are you doing to make sure you stay on top of that?
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\\nNeil\\u2019s Actionable Tips:
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\\n\\t* Reputation: Sit back and think about reputation. How does it play a role? Why is it important?
\\n\\t* Use Independent Resource: Find someone you trust who can go out and discover the truth about your organization.
\\n\\t* Understand Timeframe: Building your reputation takes time, and you need to put in the necessary effort and time.
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\\nTop Quotes:
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\\n\\t* \\u201cBrand has changed, in a lot of ways, into reputation.\\u201d
\\n\\t* \\u201cYour reputation \\u2013 can\\u2019t manage at all.\\u201d
\\n\\t* \\u201cPeople are cynical about brand.\\u201d
\\n\\t* \\u201cYou can very, very quickly share your thoughts about an organization or brand.\\u201d
\\n\\t* \\u201cThe thing about reputation is that it has to be based on the truth.\\u201d
\\n\\t* \\u201cIt (reputation) affects the bottom line.\\u201d
\\n\\t* \\u201cThere is a very clear understanding of what they are in the business of doing, and how each and every one of them contributes to that \\u2013 for a positive reason.\\u201d
\\n\\t* \\u201cThey want to work for those companies because they are cool!\\u201d
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\\nGuest Links:
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\\n\\t* Neil Gaught & Associates (http://neilgaught.com/)
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\\nResources:
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\\n\\t* Merrill Lynch (ml.com)
\\n\\t* Google (google.com)
\\n\\t* Apple (apple.com)
\\n\\t* The Essential 14\\u2013Day Guide to Cutting Your Working Hours and Increasing Your Impact (https://www.excellence-expected.com/cwh/)
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\\nKey Timestamps:
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\\n\\t* 00:28 Podcast introduction
\\n\\t* 00:40 Challenged issue
\\n\\t* 00:47 Guest introduction
\\n\\t* 03:05 Difference between brand and reputation
\\n\\t* 05:13 Reputation and truth
\\n\\t* 06:32 Which companies need to consider reputation
\\n\\t* 08:20 Reputation in the marketplace
\\n\\t* 11:53 Culture of service and value
\\n\\t* 15:14 Internal impact
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