So if your brand is a little beaten up, continually seen as inferior and unresponsive; the best option (IMHO)is to just ignore what the pundits say and get down to the business of doing business better. It doesn’t necessarily make for splashy news on a continuous basis. Failure is usually splashy. But over time, the improvements you make become a better value for you and your customers.
In the case of Cook County, doing business better is holding fast to 4 basic goals:
- Fiscal Responsibility
- Innovative Leadership
- Transparency and Accountability
- Improved Services
You start telling stories of how you are reaching and exceeding these goals, and the people (not the pundits) will begin to notice. And start to trust you again.