Burning in the brand

Investor relations at a company with an identity crisis is no picnic. An IRO in such straits finds that the company's analysts are confused and irritated, that its investors wind up poorly informed or downright neglected, and that even good news is ignored. That's why an increasing number of IROs are focusing on their companies' core identity and ensuring that their brands come across loud and clear in all financial communications, from the annual report to the web site to the roadshow. Stephen