Corporate Eye

Conveying Credibility and Corporate Strategy

Campbells logoThere is a company known to nearly everyone in the US –Campbell’s. The company has been in business for 140 years. Quite an accomplishment.

Campbell’s website is indicative of a well run company. First, on the Our Company page we see a reference to their “Success Model”, but notably there is even a link to a rare product problem. This is unusual indeed, and contributes to the visitors perception of credibility and trustworthiness.

Next there is a separate page for the “Success Model” (going to the Annual Review, integrated into the corporate site).

Noteworthy is the visibility and commentary from the two top executives. 

There is also a further discussion on the three components of the success model; click on each component and more information is displayed. Nicely done: the company does a good job explaining how this model drives corporate strategy.

It is interesting to note that there is another display of the success model in the Corporate Social Responsibility report for 2010

Integrity is added and a link to a comprehensive comprehensive Code of Business Conduct and Ethics is provided. While this addition is laudable, I suggest it should be prominently displayed with the other three components throughout the site.

In sum, Campbell’s conveys credibility and transparency as well as an engaging way of communicating their success model.

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Ed Konczal has an MBA from New York University's Stern School of Business (with distinction). He has spent the last 10 years as an executive consultant focusing on human resources, leadership, market research, and business planning. Ed has over 10 years of top-level experience from AT&T in the areas of new ventures and business planning. He is co-author of the book "Simple Stories for Leadership Insight," published by University Press of America.