Brand, reputation and the seventh hole: What a professional golfer taught me about corporate character
Summary
On the seventh hole, Bryson DeChambeau, one of golf’s newest stars, was caught on film reacting badly to a poor bunker shot (look at me with the lingo). Unhappy that his behaviour was broadcast to the world, DeChambeau confronted the camera operator for recording action that could ‘hurt his image’ and ‘damage his brand’. In an interview with the Ethical Voices podcast, Believeco Partners’ Board Director, Daniel Tisch summed it up nicely: “It’s important to understand that when I think of reputation, I’m not talking about image. The Arthur W. Page Society points out that corporate character is everything an organization does, from its mission, purpose, values and culture, to business and strategy, brand and policies and positions. You can see that played out today in how organizations are judged, not for their messaging, but for how they operate, their interactions with employees, customers and the broader public, on everything to their COVID-19 response, to diversity, equity and inclusion.