In the most recent Press Watch report, Prudential has been ranked
as the best loved company in the UK, however, much of the strength of
the brand was based on its foray into cyberspace with Egg. M&As and
major share price moves have always had an impact on Press Watch, but
now e-commerce has emerged as a major new driver of media interest.
But while e-tailing may be the new sex, subsidiary e-brands are
increasingly gaining a life of their own, and when they do so they take
the power of their brand with them. When this happens, and the
’terrestrial’ brands stand alone, the increasing need for the press to
’humanise’ even business reporting will focus attention back on the
CEO.
When it does, it will be those CEOs who are able to clearly communicate
the organisation’s brand values who will prove an organisation’s most
media-tangible asset.
