World's Most Admire Companies
From an earlier 2011 Forbes article:
"Something all the winners across the globe have in common: They have recognized that the days where a strong product alone would win the love and support of consumers are over."
"In today's marketplace you need to tell a corporate story in order build a lasting bond with consumers," says Nielsen. "We have proven that 68% of reputation is driven by perceptions of the company, not by products or innovations. Companies have to engage locally on issues that matter to the local consumer and not just try to push their products on a global audience."