Armchair Critic: Winning the reputation stakes

Back in 1957 Vince Packard's book The Hidden Persuaders showed how marketing used psychology and motivational research to manipulate the public - a way of thinking that suggests marketing is somehow a separate matter from what the business does. PR guru Tony Langham's new book, Reputation Management, takes a different approach. The core point of view here is that the management of reputation (or brand) is more about how a company behaves than the way it spins or depicts itself. This way, Langham makes a strong case for reputation management as a world view, starting with company polic...