Guest post by Randy Hall, founder and principal of 4th Gear Consulting.

Businesses, no matter their size, depend on the success of their brand for sustainability and growth. The collective view of customers about the company and their products or services largely determines whether they buy from that company or simply take their business elsewhere.

The brand is often considered the most valuable asset a business can have. And when you think about the loss of revenue for companies who allow their brand to be tarnished, it’s difficult to disagree.

Companies, such as BP, know they have their work cut out for them to rebuild the brand. Companies, such as Enron, destroyed their brand so thoroughly they can’t even survive. (more…)