Reputation rules : strategies for building your company's most valuable asset / by Daniel Diermeier.

Includes bibliographical references (p. 253-290) and index.

Thomas off the rails : the decisive moment and how to miss it -- Mercedes and the Moose : brand management beyond customers -- Shell turns on the water cannons : the growing impact of the second circle -- Of shower curtains and waste baskets : perks, scandals, and moral outrage -- The Katrina chronicles : doing the right thing and getting credit for it -- The terminator gene : from outrage to fear -- Beat the grim reaper : strategic anticipation and the management of reputational risk -- The aim team : how to build a sixth sense -- Andersen before the fall : values, culture, and the teachable moment -- Conclusion: the finger on the trigger : linking the two items on the CEO's agenda or how to build reputation management capabilities.

Offers the frameworks, strategies, and processes for changing your company's focus as quickly as the world is changing around you. Touches on all of the reputational issues that need to be managed from a strategic level, describing how to: Overcome direct challenges from influential activist and political forces ; Manage corporate scandals, including executive compensation ; Use external, seemingly unrelated events to boost reputation ; Build a reputation management process into everyday operations. Provides case studies of Shell's confrontation with Greenpeace, Mercedes's recovery from the Moose crisis, AIG's executive bonus fallout, Wal-Mart's reputation-building response to Hurricane Katrina, and numerous other scenarios illustrating what works and what doesn't when it comes to reputation management.