Prep for Sep 13: Value of Trust and Reputation

Before class, please:

1. Read “Changing Contexts for Reputation Management” (James R. Rubin, March 5, 2013), which you can find in the course package. Consider: what different factors have helped shape the reputation of an organization you admire?
2. Read “Corporate Brand As Social Contract” (James R. Rubin, November 21, 2013), which you can also find in the course package. Consider: do you agree with Rubin’s opening sentence, claiming that “A corporate brand is the most tangible of intangible assets”?
3. Browse the Reputation Institute’s News feed to choose an article about an organization that interests you. (Any article about any organization is fine, but the article must have been posted within the last year.) You will be asked in class to share your insights from your chosen article, so reflect on and make notes for yourself about:
   • the main points of the story (who – what – when – where – why – how);
   • how reputation was enhanced or damaged in that case; and
   • the value or worth of the organization’s reputation (not necessarily literally, but at least in general terms).
4. Complete the short Prep Quiz for Sep 13: Value of Trust and Reputation based on the assigned readings for this class. This quiz will close at 11:30 am on Wednesday, September 13, so be sure to catch this deadline. You will have just one attempt to complete each Prep Quiz, so you are encouraged to complete your readings before attempting them.