Executives, "on average, attribute 63% of their company's market value to their overall reputation." We tend to attribute high market valuations to tangible assets, such as technology or sales. The reality is that most of a company's financial power is intangible-it rests on the trust of its stakeholders. This statistic highlights a profound strategic truth: Longevity isn't about surviving but about investing in and mastering reputational capital.
Consistent, clearly communicated values are among a company's strongest defenses in a crisis. But values can't just live in a motto. They need to show up in leadership behavior, brand voice and what the company spotlights far in advance of a crisis scenario.