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The Importance of Corporate Reputation
How All Facets of PotashCorp Contribute to Its Brand
"A brand, in its earliest, simplest form, is a mark on a cow's hide," Bill Johnson, Director, Public Affairs, told Best Practices participants.
Bill Johnson,
Director,
Public Affairs
But a corporate brand stands for much more than a rancher's claim of ownership. "It's shorthand for the overall reputation of an organization," Johnson said as a prelude to the presentation he and Denita Stann, Director, Investor Relations, would make on defining PotashCorp's brand and the responsibilities that accompany it.
"PotashCorp's good reputation is built on trust," Stann said, "and that trust comes out of our credibility, our transparency and our accountability.
"We're credible in the industry because we keep our promise. We are transparent through constant open communications with stakeholders. We are accountable, because we take responsibility for our actions, and all of that defines our brand."
Denita Stann,
Director,
Investor Relations
"By committing to these values," she said, "the company receives goodwill from its various stakeholders. For customers, our reputation signifies the promise of quality products and superior service. And for our neighbors, the PotashCorp brand has evolved to symbolize accountability and community support."
Stann also discussed the need to communicate with all stakeholders. At the corporate level, this means sharing results with stakeholders through financial and sustainability reporting. At the facility level, plant leadership communicates the company's intentions through a commitment to safety, integrity, community involvement and accountability.
While definitely more complex than a brand on a cow's hide, the PotashCorp brand nevertheless signifies ownership rights — the rights to a rather unique reputation in the industry. |
