The Reputation Challenge: Building Corporate Reputation to Drive Business Performance

By Aneysha Pearce

Prophet, May 1, 2009 — Corporate reputation must be built. It must be supported and managed. And, it must be an authentic reflection of the business — its culture, value system, and behaviors. Businesses that expect to experience the kinds of success achieved by best-practice organizations will understand that truth. And they will create and live the kind of meaningful purpose that will allow them, too, to more effectively reap the benefits of a strong reputation.

Toy Makers Reach Into Product Attic†

Wall Street Journal, March 3, 2009 — To cope with slumping sales, toy makers are trying to breathe new life into some old brands.

This year, Zizzle LLC is rolling out a doll called P.J. Sparkles that has a tiara that lights up and a dress that can be transformed into pajamas. But the line isn't new: It was retired by Mattel Inc., its original manufacturer, nearly 20 years ago.

Bratz loses battle of the dolls

Bratz dolls are facing removal from all shops after a US federal court banned parent company MGA Entertainment from making the Barbie rival.

BBC News, December 9, 2008 — The court issued the order after Barbie-maker Mattel won a landmark copyright-infringement case against MGA in August.

Bratz designer Carter Bryant had been found guilty of developing the Bratz brand while still working for Mattel.

P&G Charms N.Y. Visitors, Residents With Restrooms

Marketing Daily, November 24, 2008 — The Charmin Restrooms are back. For the third year, Procter & Gamble is promoting the toilet-tissue brand with a grassroots effort that offers what New York desperately needs, if only in Times Square and only for a brief period: clean public restrooms. The loos, in Times Square between 45th and 46th streets, were launched with an official first flush Monday by former N'Sync singer Joey Fatone, who serves as Charmin's "King of the Throne."

Frustration-Free Packaging

Springwise Newsletter, November 4, 2008 — Thanks to a new, multi-year global initiative announced yesterday, Amazon is working with manufacturers to eliminate the causes of "Wrap Rage" while also minimizing the impact of packaging on the environment. As a result, 19 best-selling products are now available through Amazon in the US packaged in smaller, easy-to-open and recyclable cardboard boxes that protect the products within just as well, the company says.

Fisher-Price Game Plan: Pursue Toy Sales in Developing Markets†

Wall Street Journal, May 29, 2008 — In developing a line of talking toys aimed at children in China, engineers at Fisher-Price had to struggle to perfect the Mandarin "Sh" sound, which involves a soft hiss that was difficult to encode on sound-data chips embedded in the toys.

Developers finally solved the problem of recording the phrase "It's learning time!" in Mandarin, but new challenges are ahead. (Listen to the phrase.) The company will soon be examining the LCD screens on learning toys to determine whether Chinese characters can be displayed clearly.

Getting such details right is increasingly important as Fisher-Price and its parent company, Mattel Inc., try to attract more customers overseas.

Barbie Gets Another Accessory: An MP3 Player and More Stuff on Her Web Site

A new doll hitting retail shelves is familiar in many ways, but this Barbie is a roundabout way of charging for online content.

New York Times, July 24, 2007 — First, Barbie had Ken. Now, Barbie has a docking station.

A new doll hitting retail shelves this week is familiar in many ways — she’s got outfits galore — but she also has some unusual features: this Barbie, who is smaller and less shapely than her standard namesake, functions as an MP3 music player.

branding bloopers and blunders

CNN, March 8, 2005 — Barbie split with Ken two days before Valentine's Day. Smart and savvy marketing or just stupid?