Corporate reputation in the post-yuppie era

Back in the late eighties, the reputation of city institutions seemed bullet proof. As mysterious as they were venerated, ambitious graduates of the day would talk in awed terms about big fives and big fours, while leafing through prospectuses made from linen and parchment.

In private banking, one name soared above them all, a name guaranteed to score big yuppie points with the stripey shirted city aspirants of the day.

In 2010, that bank’s reputation is in danger and in this guest blog for Stopgap Group, Furlong PR CEO Ross Furlong lays out why venerable institutions need to wise up to the new world of online reputation.