Content area
Full text
"The 18 Immutable Laws of Corporate Reputation: Creating, Protecting, and Repairing Your Most Valuable Asset" By Ronald J. Alsop; Wall Street Journal Books; 306 pp; $26.00
Alsop, a veteran Wall Street Journal reporter on branding and reputation management, provides eighteen crucial laws for companies grappling with the 800-pound gorilla in the boardroom (Corporate Governance). These range from law No. 2 (Know Thyself- Measure Your Reputation) to law No. 7 (Create an Emotional Appeal) to law No. 13 (Beware the Dangers of Reputation Rub-Off) to law No. 15 (Fix it Right the First Time). The book is divided into three sections; the first two on how to establish and maintain a good reputation and the third on repairing a damaged reputation. Alsop assesses some of the wrecked companies in the last few years, from Enron to WorldCom, and how companies can learn from their lethal mistakes. But as Alsop puts it...