RECOMMENDED REPUTATION MANAGERS
‘We are a small, and almost hidden partner to many big companies,’ says Carter. ‘We don’t want to make the headlines — our job is to give guidance to communicators so they can run more effective campaigns.’ That guidance comes from bringing in qualitative and quantitative data to inform a company’s or a CEO’s message: to find out if their ‘gut instincts’ are right.
It may sound like marketing jargon, but Carter knows what he’s talking about. A former Labour general secretary, he was instrumental in orchestrating the party’s 2005 election victory. That experience of using big data to gain insight and identify key targets in the binary world
of politics is invaluable, he says, to bring to a communications world ‘that isn’t the zero-sum game of politics and therefore usually has more time to consider its options’.
Carter has been able to reposition brands and establish CEOs as thought leaders, as well as still winning seats for client parties in European elections. Spear’s asks the marathon runner if CEO and firm reputations are now one. ‘If you’ve got a good leader it enhances your corporate brand. However, the reverse is not always true — and that is because the biggest driver of corporate reputation is the products and services.’