g., recognition by Consumer Reports, the JD Power and Associates Initial
Quality series of awards, or some internal award that the company bestows upon itself
after conducting its own series of consumer tests). It makes sense for those same bits of
validation to be sprinkled all over the car manufacturer??™s website. (In fact, some manufacturers
have a submenu item in their pages called ???Awards??? that list everything a particular
vehicle has won.) The film industry is no different. A movie??™s success is almost wholly
dependent on reviews, and to a lesser extent, awards.
As you might guess, these bits of validation are best used in context of the original subject.
Sometimes it??™s for an individual product or service, sometimes it??™s for the company as a
whole. For instance, in our example of the Inc. 500 award, many of the higher-ranking
companies chose to show the logo on their homepage, as you can see in Figure 8-10.
These pieces of third-party validation are important to talk about on corporate websites,
and should be referenced as much as possible to build credibility and prestige. The public
at large puts tremendous stock in the opinions of professional reviewers, whether it??™s an
award from a nonprofit like Consumer Reports or a self-serving industry award like CNET??™s
???Editor??™s Choice.
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