{"id":33644,"date":"2010-08-16T14:39:19","date_gmt":"2010-08-16T13:39:19","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=33644"},"modified":"2010-08-14T14:41:20","modified_gmt":"2010-08-14T13:41:20","slug":"conveying-credibility","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/conveying-credibility\/","title":{"rendered":"Conveying Credibility and Corporate Strategy"},"content":{"rendered":"

\"CampbellsThere is a company known to\u00a0nearly everyone in the US –Campbell’s. The company has been in business for 140 years. Quite an accomplishment.<\/p>\n

<\/div>\n
\"campbells-home-page-sm\"
\nclick to enlarge<\/span><\/a><\/div>\n

Campbell’s website is indicative of a well run company. First, on the Our Company<\/a> 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.<\/p>\n

<\/div>\n
\"Campbells
\nclick to enlarge<\/span><\/a><\/div>\n

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

Noteworthy is the visibility and commentary from the two<\/strong> top executives.\u00a0 <\/p>\n

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. <\/p>\n

<\/div>\n

It is interesting to note that there is another display of the success model in the Corporate Social Responsibility report for 2010<\/a>—<\/p>\n

\"Campbells
\nclick to enlarge<\/span><\/a><\/div>\n
<\/div>\n

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. <\/p>\n

In sum, Campbell’s conveys credibility and transparency as well as an engaging way of communicating their success model.<\/p>\n","protected":false},"excerpt":{"rendered":"

Campbell’s a iconic benchmark corporate website. Integrity, transparency clearly displayed. <\/p>\n","protected":false},"author":5,"featured_media":34392,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,29],"tags":[5181,145,144,1398,358],"class_list":{"0":"post-33644","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-best-practices","8":"category-corporate-governance","9":"tag-benchmark-website","10":"tag-ethics","11":"tag-integrity","12":"tag-trust","13":"tag-visibility","14":"entry"},"yoast_head":"\nCredibility and Corporate Strategy<\/title>\n<meta name=\"description\" content=\"Conveying credibility and trustworthiness alongside your corporate strategy matters. 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