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It takes great effort to protect a company’s reputation and resources, but only one act to damage them. Before a major corporate sponsorship last year, Booz Allen’s client was warned about potential violence. The early warning came from Booz Allen’s cutting-edge system that analyzes reputational, geopolitical, cyber, and physical security risks. The capability provides targeted daily intelligence to the client’s top leaders, and early warning of risks that could negatively impact the client’s reputation.
Booz Allen’s first task—to devise a better way to monitor and protect brand reputation across all of the client’s companies and sub-brands—started the process. The client needed a more effective way of analyzing risks and trends that could affect its reputation—from competitive positioning, product issues, and customer perceptions in different markets, to the security of its employees and intellectual capital. It was a tall order—the company has hundreds of operating companies, tens of thousands of healthcare and consumer products, and millions of customers.
The Booz Allen team developed a cutting-edge Global Reputation Intelligence System (GRIS). The system provides real-time and predictive intelligence, melded with user-friendly dashboards, to enable data-driven decision making. GRIS also helps predict the life cycles of future product recalls, lawsuits, and opportunities, and provides critical advance notice of threats.
Booz Allen’s blended data mining, real-time monitoring, and forecasting capability has yielded significant revelations. With early warning last year about potentially violent protests near its facilities at a major sports event, the client was able to quickly adjust plans and alert staff to security risks and travel impacts.
Looking ahead to sponsored events in other regions, the client has already begun to use in-depth awareness of geopolitical risks and opportunities to develop marketing and security plans. Booz Allen’s solutions also warned of cybersecurity threats, allowing pre-emptive moves on the part of the client to enhance security and withstand potentially crippling attacks.
Today, this capability has become a fundamental asset. As the Booz Allen team’s understanding of the client’s challenges grew, its data-gathering methodologies helped the company create a corporate strategic framework to prioritize reputation investments and specific solutions for different company functions such as government affairs and policy, sustainability, and investor relations. Booz Allen helped each functional team with a customized approach and then helped everyone address the overarching strategy to plan for potential future issues.