Reputation Matters

The 10th annual Reputation Quotient Study, published in Monday’s Wall Street Journal, reveals some predictable findings. (Full study here: Harris Interactive Reputation Study)

But beyond the obvious, there’s an overlooked factor—how personal reputation can either elevate or destroy a company’s standing.

Case in Point: Disney’s Fall from Grace

This year’s biggest loser? Disney.
Once ranked #4, the company plummeted to #16 in this year’s study. Why?

• Greed
• Exorbitant salaries
• General disenchantment with the company

One respondent summed it up:
“Next thing you know, they’ll lay off Mickey and Goofy to enrich their salaries.”

With names like Ovitz and Eisner dominating the headlines, it’s clear that Disney’s magic has faded.

Meanwhile, Coke Holds Strong

Despite facing its own well-documented problems, Coca-Cola maintained its #3 ranking. The difference?

• Coke’s leadership—Heyer and Daft—doesn’t carry the same polarizing influence as Disney’s big names.
• Unlike Disney, Coke retains an emotional connection with consumers.

This fundamental difference gives Coke a competitive edge, allowing it to weather storms that have shaken Disney’s reputation.

Key Takeaways from the Study

✅ 1. Name Recognition Alone Isn’t Enough
Having a well-known name means nothing if you don’t manage it well.

✅ 2. Public Discontent Remains a Threat
While public sentiment toward businesses has slightly improved, the widening gap between top executives and everyday workers remains a major issue. Outsourcing isn’t going away anytime soon, either.

✅ 3. A Clear Mission is the Best Defense
Companies that stand for something can navigate reputation shifts more effectively.

And the Winner Is…

Topping the list this year? Johnson & Johnson. Not bad for a pharmaceutical company.

And at the very bottom? No surprise—Enron at #60.