Marketing teams measure clicks, campaigns and reach. Yet the thing that decides whether a customer chooses you, forgives you or recommends you is the picture they carry of you in their head. Most organisations leave that picture to chance.
RIMBOK turns it into a discipline. It gives you one vocabulary, one structure and a set of methods to build, measure and defend the image of a company, a product or a person, and to connect it directly to sales.
It is the core reference of the Imagetude Institute and the basis of every Imagetude certificate.
Reputation is more than public relations. It is a strategy the whole organisation carries out, and it is the responsibility of top management.
Written for people who work with image every day
Marketing and brand leaders
who need image and reputation to show up in results, not only in reports.
Communication and PR professionals
who want a structured method instead of instinct.
Executives and board members
who carry reputation risk in strategy and governance.
Crisis and risk managers
who need to know what protects an organisation when things go wrong.
Consultants and trainers
who want a reference they can teach and apply with clients.
Certificate candidates
preparing for the RIMBOK professional certificate.
What you will be able to do
- A complete model of how an image forms and turns into an attitude: the Imagetude pyramid and its seven terraces.
- A way to analyse every message your organisation sends across three dimensions, and see which ones you actually control.
- Evidence from a field study of 306 customers in a live crisis, showing that image explained 55.5% of how they judged the company.
- CATASPACE, a step-by-step methodology for managing image, and RAIO, a reputation and image observatory for continuous monitoring.
- How to place reputation inside corporate strategy and governance, where it belongs.