‘You can't build a reputation on what you are going to do,’ Henry Ford was quoted as saying at the start of the last century. It’s a company’s track record that determines how it is perceived by the outside world. This is why corporate positioning starts with an assessment of a company’s current market proposition. How do your stakeholders see your company? Does it deviate from the desired reputation? CFF Communications defines the possible mismatch and helps you to build the reputation desired.