Books: The book that shook - Clare Hart

'I enjoyed Ronald Alsop's The 18 Immutable Laws of Corporate Reputation. He discusses in detail the cultural issues of a company, while looking at the brand as one of the most important aspects. At Factiva, we've worked a lot on building our culture over the past five years. We're a medium-sized company with 750 employees across the world, all representing our brand. We want to make people feel that they are part of the organisation.

Last Updated: 31 Aug 2010

We have the Factiva Success Model, which ensures that each employee understands the strategy of the company and how their individual performance contributes to both its success and to its overall goals. As Alsop says, individuals within your organisation represent your brand. He uses the example of Fedex: when its trucks are on the road or their employees are wearing the Fedex uniform, they all represent the company. So as a CEO you want your employees to embody a strong brand and reputation. For me, the book reinforced a lot of things that Factiva is doing right to build a strong brand with a strong culture. Your firm's reputation and brand are your strongest assets and you must pay attention to them from both an internal and an external perspective.

- Clare Hart is president and CEO of Factiva.

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