LONDON: Corporate reputation and brand research consultancy Reputation Dividend has brought on Sandra Macleod, the founder and former group CEO of Echo Research, as a partner and director.
She joined the firm on November 1, reporting directly to CEO Simon Cole. Macleod is working to grow the company in London and New York, and educating and engaging corporate leaders about how managing and measuring reputation can add value to a business.
“I have always enjoyed working with senior leaders and board members who come from a completely different background to communications – like CFOs – and giving them an understanding of the value and importance of reputation,” said Macleod.
Launched three years ago by former Interbrand staffers, Reputation Dividend quantifies the economic value of companies' reputations. The firm's reports determine the financial value of corporate reputation as a proportion of market capitalization, benchmark it against competitors, and assess the drivers of reputation that are delivering the most value, along with those at risk of reducing value. The analyses also highlight the messaging priorities that can proactively grow value.
“It used to be that CEOs believed reputation was something the PR guy dealt with,” said Macleod. “But now, few senior leaders in major corporations will say, ‘Reputation is not my business.' Reputation Dividend is bridging that gap.”
Macleod will continue to run her own advisory agency, Mindful Reputation, with New York University academic John Doorley.
In April, Echo Research and Reputation Dividend reported in the “2013 US Reputation Dividend” study that the combined value of the corporate reputation of the S&P 500 is worth almost $3 trillion, nearly 22% of its total market capitalization.