Sixty percent of Americans believe the reputations of American corporations declined in 2011, with financial services firms leading the decline. However, the Harris Interactive survey of 17,000 consumers also found that brands that project innovation, like Apple, Google and Amazon.com, and brands like GM and Toyota that have turn their fortunes around have been gaining in public esteem. BP’s image also has been significantly rehabilitated since the 2010 Gulf oil spill.

The results of the study offer lessons for companies of all sizes.

• Americans love winners. If you have winning products and technology, you’re more likely to have a winning reputation.
• Americans love overachievers.  Think GM. Three years ago pundits produced it dead.
• Americans respect companies that right their wrongs. Think BP.

All of these companies also invest heavily in listening to their customers and investing in their brands. And their investments are paying off.

The study found that more than 60 percent of consumers will purchase products and a fourth of Americans will buy stock of companies with stellar reputations like Coca-Cola and Amazon.

It’s great to have our work honored by our peers. Better yet when that work helps prevent underage drinking, offers consumers a solution to remove allergens from the home or helps public radio better serve its listeners throughout the state.

ZLRIGNITION was honored this past weekend with six ADDY Awards by the American Advertising Federation of Des Moines for work created for The Iowa Department of Public Health, BEAM Central Vacuum Systems and Iowa Public Radio.

The agency earned four awards for an Iowa Department of Public Health Substance Abuse Division  for a campaign to prevent underage drinking. Gold ADDYs were awarded for a campaign poster, outdoor and television advertising as well as for mixed media campaigns.

ZLRIGNITION also earned a Gold ADDY for a national television spot created for BEAM Central Vacuum systems.

Another Gold ADDY was awarded to ZLRIGNITION for logos the agency developed for programs broadcast by Iowa Public Radio.