09 Feb Martin-Wilbourn Partners becomes ALLEGIANCE™
Martin-Wilbourn Partners becomes ALLEGIANCE™
Geographic Expansion and Growth of Reputation Management and Business Development Practice Drives Change
LITTLE ROCK, AR (February 9, 2018) — Martin-Wilbourn Partners has become ALLEGIANCE™ as Reputation Management, Crisis Communications and Business Development services continue to expand within its suite of marketing and consulting services.
David Martin, chairman and chief executive officer, said the new name not only reflects “one of our core values,” but also the growing focus within the business sector on managing and protecting corporate reputations.
He noted that while ALLEGIANCE continues to serve many local clients, the firm’s expanded team of more than 100 seasoned advisors in America, Europe and Asia serve clients locally, nationally and internationally representing a wide range of industries and some of the world’s largest corporations and brands. Additionally, Martin and his team have served high-profile individuals facing circumstances potentially damaging to their reputations.
“Virtually every CEO will tell you the value of their organization is rooted in its reputation,” said Martin. “There is a growing recognition that deepening relationships with customers and communities is critical to building, strengthening and protecting corporate reputations. More and more companies are aligning their branding and marketing strategies with that goal and expectation in mind.”
At the core of that alignment and expectation, according to Martin, is a research-driven approach to marketing in general and reputation management specifically.
“A research-driven approach positively impacts the bottom line by defining, enhancing, protecting and leveraging reputations for greater profitability,” said Martin, long respected as a leading authority on consumer behavioral research and reputation management.
“Most companies are confused and disappointed in the return on their advertising and promotional investments. That’s because the focus of their marketing has been on ill-defined brand promotion that traditional advertising agencies are selling rather than engaging in authentic conversations, which convey solutions consumers are seeking. Most advertising agencies offer an outdated, costly and superficial model that has made many advertising agency services a commodity. These outdated approaches don’t deliver in terms of building client relationships, enhancing corporate reputations, or growing revenues,” Martin said.
Beyond the wasted expense, Martin said that a company focused on “superficial, self-serving branding” risks severe damage to its reputation and the value of its business.
“In the rapidly emerging reputation economy, a single event or incident can severely damage the reputation of an organization in the 24/7 news and social media environment of today. It has fundamentally changed the way we think, engage, form opinions and purchase. Companies that haven’t made reputation management an intentional and on-going priority of marketing and overall business strategy are at risk,” said Martin. “Companies that are authentic and strategic in all of their communications are far more likely to thrive in today’s environment, and recover much more quickly from isolated incidents, events and crises.”
Martin, who has 35 years of experience as counselor to clients on reputation, risk management and business development strategies, co-founded Martin-Wilbourn Partners in 2010 with Randy Wilbourn who continues to serve as a Senior Advisor to ALLEGIANCE clients.
ALLEGIANCE, 303 W. Capitol Ave., Little Rock, AR 72201.