Publications

DM Direct Special Report, October 11, 2005, By Peter Cipollone

Your organization's most valuable asset is its reputation. Respect keeps the revenue flowing into your organization, but when corporate reputation is damaged, it puts your business at risk and can quickly cost your company millions of dollars in lost revenue. Consider the widely circulated example of a Starbucks sales clerk's decision in the immediate aftermath of the 9/11 disaster to charge rescue workers at ground zero for badly needed bottled water. Complaints were picked up in chat rooms and the mainstream media within hours, and Starbucks' carefully polished reputation was in danger of being tarnished.

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