Don’t Trust Your Company’s Reputation to the Quants
Harvard Business Review
AUGUST 4, 2014
The top 10 in the most recent Harris ranking are for the most part brands that consumers do business with directly, such as Amazon, Coca-Cola, and Whole Foods. Reputation will always be too impressionistic, and too long-term in its impact, to be left to your Quants. Emotional appeal. Products and services. Vision and leadership.
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