Big reputations: Why firms have to work harder to woo doubtful ‘fence-sitters’
Why is Rolex judged to be the most reputable company in the world? “It sort of has a higher purpose,” says Stephen Hahn-Griffiths, chief reputation officer at the New York-based Reputation Institute. “It is trying to be successful, but with a sense of nobility.”
Hahn-Griffiths says the luxury watchmaker’s number one position in the 2019 Global RepTrak 100 study may cause a raised eyebrow or two, but he believes Rolex has told its corporate backstory well. It is helped, also, by its “very smart” choice of ambassadors – including 20-time Grand Slam tennis champion Roger Federer, the epitome of somebody who wins, but “does it in the right way”.
Hahn-Griffiths was speaking ahead of next Friday’s publication of the annual Ireland RepTrak study for 2019 by the Reputations Agency, which partners with the Reputation Institute on its ranking of how the Irish public perceives the images of top companies. Last year’s list, based on a large-scale survey, was topped by credit unions, followed by Kellogg’s, Aldi, Bord Bia and Boots.