What Price Reputation?

Many savvy companies are starting to realize that a good name can be their most important asset—and actually boost the stock price

BusinessWeek, July 9, 2007 — A recent print ad by United Technologies Corp. (UTX ) looks deceptively like an assembly diagram for a model helicopter. Study it more closely, however, and you'll notice that the color schematic of UTC's Sikorsky S-92 copter is embedded with messages aimed at Wall Street.