The Googlization of Everything

Google, of course.

... Ken Powell, Chairman and CEO of General Mills notes, "Reputation can be measured in recognition, employee recruitment and retention, even stock price multiple. But in the end, we believe the most important measure is trust. General Mills values its reputation tremendously, and we constantly strive to remain worthy of the trust of our customers, consumers, employees, investors and communities."

What does it take to get to the top? Google provides a case in point. Four years ago, the company was not included among the top 60 most visible companies on the list. But this year, Google rose to No. 1, beating last year�s RQ reputation leader, Microsoft. Google also beat this year's second-runner-up, Johnson & Johnson, which was the top ranked company, until last year, since the inception of the survey in 1999.

"How did Google achieve this stratospheric climb? The company scores either in first or second place on reputation drivers of financial performance, vision/leadership, social responsibility and workplace environment," says Fronk of Harris Interactive. "For Americans to hold a company in high regards today, clearly more than just profits are needed � companies need to focus on overall corporate social responsibility and how their employees are treated in order to build trust with today's consumers." It�s interesting to note that Google ranked No. 2 on the social responsibility dimension, but does not even make the top five of companies based on its support of good causes, the environment or communities. "Google received a top-ranking for social responsibility primarily due to their workplace environment," Fronk notes, "demonstrating that corporate responsibility, in the minds of consumers, starts with your own employees first."

The top 10 companies on this year's list in order of ranking include: 1) Google; 2) Johnson & Johnson; 3) Intel Corporation; 4) General Mills; 5) Kraft Foods; 6) Berkshire-Hathaway Inc.; 7) 3M Company; 8) The Coca-Cola Company; 9) Honda Motor Co.; 10) Microsoft. For a full list of the top 60 companies and other findings visit: www.harrisinteractive.com. ...