Brand & Reputation Management LLC (BNRMGT)

Brand & Reputation Management LLC was founded by Elliot Schreiber, Ph.D., who for more than 25-years led brand and reputation management at three multinational corporations in the U.S. and Canada. He also has led an international strategy consulting firm and has been an independent consultant to a variety of international companies. Elliot is now a professor at the LeBow College of Business, Drexel University, Philadelphia, where he teaches courses at the undergraduate, MBA and Executive MBA levels in brand and reputation management and marketing strategy. He is recognized as one of the most experienced and knowledgeable experts in brand and reputation management. Elliot knows what it is like inside a company and how to work with senior management on key issues and strategy. He has extensive experience and a base of academic knowledge, coupled with years of senior-management experience, that is unusual and highly beneficial to his clients.
Branding is more than logo design or marketing communications. Brands are comprised of symbols, attributes and associations. To have a great brand, organizations need to properly define and articulate their attributes and associations in a way that connects them to the needs and interests of their various stakeholders.
Our work connects marketing and brand strategy, engages employees, and creates partnerships of value so that the organization is perceived as being distinguished from its peers and competitors--this is what we believe is reputation--the differentiated value that will be realized in customer willingness to buy at a premium, the ability to attract top talent and a more reasonable cost than competitors, the ability to realize a better market valuation than others in the competitive set, and the ability to gain the support of key stakeholders when needed.

We have developed a unique process called DIFFERS® that allows companies to identify where they create value, where they are challenged in the value they are perceived to have and how to engage their organization to create value with stakeholders, which enhances reputation.

DIFFERS® stands for Define, Identify, Find, Frame, Engage, Relate, Scorecard.

++ We begin with helping the organization to Define what it wants to be known for (2-3 key attributes or associations)

++ We then go through a unique process to help organizations IDENTIFY where and how the organization is creating value, and with whom

++ We move then to FIND-- research into the key stakeholders to determine how they view the organization

++ At this point, we are ready to develop a positioning that FRAMES the promise and expectations of stakeholders

++ The ENGAGE part of the process focuses on how the organization can align its processes and procedures so that it can "live the brand" with its various stakeholders.

++ During the RELATE part of the process, we focus on all of the "touch points" at which stakeholders meet the organization and build consistency and

continuity into communications with stakeholders.

++ We end the process with a SCORECARD, which contains objectives and metrics for each stakeholder relations function in the organization

We have found that the DIFFERS® process is very valuable in getting the organization to think from the "outside-in" and to get people thinking creatively. Also, the process connects strategy with execution. Many consulting firms are good at strategy but not execution, while others are execution experts, but are light on strategy. We believe that we are strong at both and that our process connects the vital parts of the strategic process.

Our Philosophy About Brands and Reputation:

Brands are not about logos--they are about attributes and associations--they frame expectations that must be delivered through experience
Reputation is not about corporate social responsibility, philanthropy or being liked--it is about being differentiated and having the ability to influence desirable behaviors of stakeholders
Engaged employees are the company's most important assets--they are creators of value and the greatest intangible asset available
We cannot build a sustainable reputation without good brand management and employees engagement
Reputations are built, enhanced and can be destroyed at all stakeholder "touch points", including customer service, sales and other "forgotten" brand and reputation areas
Values are the foundation of brands and reputation. Companies must be real; they cannot fool people into believing that they hold values they don't have
Actions speak louder than words; companies build reputations by what they do rather than by what they say they do
Consistency and continuity over time builds reputation more effectively than any other course of action
Reputation is built through relationships and relationships build real value
Building value with multiple stakeholders create value exponential
Brand and reputation are being created, enhanced and destroyed in social media--companies must be part of the social environment, not just talk at it

Find out more Live Your Brand; Grow Your Reputation, then look at our Services to make your possibilities a reality. Or, check our Elliot's blog at www.brandsandreputation.blogspot.com.

Ask the Expert!

We would be happy to talk with you to find ways we might be able to help you with your corporate brand and reputation issues and goals. You can contact us at: elliot@bnrmgt.com or call (302) 381-6209.