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15 July 2017
Welcome to The Cheshire Group eNewsletter

From The Cheshire Press (an imprint of The Cheshire Group, Inc)... One of our newest publications is a wonderful poetry book titled VIEWPOINTS by Barbara Bulova Brown,.. Not just for the poetry-lover, VIEWPOINTS is a collection of a quarter century of Ms Brown’s work, which includes black and white illustrations of her oil paintings, drawings and photographs. The author welcomesViewpoints - A Book of Poetry the reader to participate in her journey. The book features an honest account of various moments and thoughts describing an arc from youth through marriage and widowhood to the present. Ms Brown treats life’s rewards as well as its trials, from the irksome to the outrageous, via such topics as childhood, marriage, home-owning, politics, art, nature, aging, illness and death. In Dark Musings: In the early lightness of night/It is not and is a challenge/To see that which you cannot… Back in the thinning thick/Where woodpeckers knock beak on bark/Of hollowing over-watered trees…You can order a copy of this book for yourself or as a gift just click on this link.

This is the 76th issue of The Better Mousetrap. We have archived the most recent issues on our web site. It is easy to review them. Just click here for the list or go to the Cheshire Group web site and click on the link that says "Newsletter Archive."


Goodwill is what we call the value a company builds up during its years in business. While it seems intangible, goodwill has an actual monetary value. In the past few years goodwill has been calculated at 18% to 82% of corporate worth. Here is a website which discusses the value of goodwill in today's economy Clearly it is time to pay more attention to the old idea of goodwill. It probably won't surprise you to find out goodwill has gone upscale. Now it is called reputation enhancement.
     And while your were still thinking in terms of old goodwill, PR giant Hill & Knowlton has buffed it up and designed a reputation protection system. Before we protect our reputations, however, we will do well to understand them. Therefore, we'll take a look at what reputation means, at the things that affect a company's reputation and finally, at the reasons reputation is important.

Reputation has three elements:

  • Personality: What your company is, including its character and ethics.
  • Identity: What your company says it is, including how you want to be perceived.
  • Image: What stakeholders think your company is

     1. Financial performance and long term investment value
     2. Quality of management
     3. Quality of service and products
     4. Customer Service
     5. The ability to attract, develop and retain staff
     6. Ability and preparedness to communicate
     7. Social policies and responsibility


    Each of your different stakeholders has different priorities. Investors and financial people are most concerned with the first two issues. Customers care about 3 and 4. Employees are interested in 5 and 6. And the general public look at 7.
         Obviously reputations must be managed on all seven levels.
         Now look back at the first paragraph. Your reputation can translate into monetary terms—up to 82% of a company's worth. Look again at your universe of stakeholders, You have several groups to please: investors, customers, employees and the general public. And each segment has a different agenda that you must satisfy. Your reputation affects issues like customer satisfaction and loyalty, employee retention and investor relations, and to some extent they affect each other. A potential investor seeing a high employee turn over may be disinclined to come across with cash.
         Here's what Hill & Knowlton said about reputation or goodwill: [It] is a state of mind. It is a set of memories, perceptions and opinion that sit in your stakeholder's consciousness."
         Communication with your stakeholders, the PR giant advises, lies at the heart of all reputation building activity
    Hill & Knowlton was acquired many years ago by the JWT Group, one of the largest advertising agencies at the time. Following the acquisition, Hill & Knowlton continued to operate as an independent entity under the JWT Group. In December 2011, the firm was re branded as Hill+Knowlton Strategies.



    I will now give you my ideas about finance. In the first place the Government does not support the people, the people support the Government.
         The Government is a perpetual pauper. It passes round the hat and solicits contributions; but then you must remember that the Government has a musket behind the hat. The Government produces nothing. It does not plow the land. It does not sow corn, it does not grow trees. The Government is a perpetual consumer.
         We support the Government. Now the idea that the Government can make money for you and me to live on—why, it is the same as though my hired man should issue certificates of my indebtedness to him for me to live on.

    From an 1876 speech by Civil War
    Veteran, orator and Republican Party
    figure Robert Ingersoll


    On 25th June 1903 a future journalist was born, a man named Eric Blair, better known as George Orwell. Reading Garrison Keillor's sublime Writers Almanac today I was reminded of the quote "In a time of universal deceit, telling the truth is a revolutionary act."
         What a fantastic quote and how appropriate for this evening and this era.
         Except then I did some research to prepare for this speech and I learned that according to Quote investigator, Orwell never actually said this...
         Orwell in fact could be quite critical of journalists...He criticized quote "the all-prevailing schizophrenia of democratic societies, the lies that have to be told for vote catching purposes" and "the distortion of the press."
         But it was a cautionary tale— noting that the Axis powers in World War II "lost the war quite largely because their rulers were unable to see facts which were plain to any dispassionate eye. To see what is front of one's nose needs a constant struggle.


    Jake Tapper
    of CNN speaking at the Los Angeles Press Club, 25 June
    Wall Street Journal. 27 June 2017


    MYTH: Foods such as milk and cheese causes phlegm.

    THE TRUTH: Phlegm, or mucous is created by air passages being irritated by germs, smoke, pollutants and foreign bodies. No scientific study links food and milk to mucous production (except in people with allergies). Some of the other foods mistakenly believed to generate phlegm include oranges, bananas, rice and even water.

    Machine Design

    Click here to visit the NFIB websiteWe are a proud member of the National Federation of Independent Business. For more information click on the logo.

    The Cheshire Group is a full service Print and Digital Advertising Agency. We offer services for Web Site Development & Maintenance, Search Engine Marketing, Search Engine Optimization, Print and Digital Media Advertising, Brochures, Direct Marketing and Publicity. Our Cheshire Press imprint offers on-demand print book and enewsletter publishing. Our book publications are available in print and digital versions

    Goodwill Evolving .

    On Government.
    George Orwell .
    More Myths From Childhood.






    "Show me a good loser and I'll show you a loser"

    Knute Rockne









    "Too often we enjoy the comfort of opinion without the discomfort of thought."

    John F. Kennedy












    "In a time of universal deceit, telling the truth is a revolutionary act."

    Eric Blair











    "Of course words become obsolete when they are not used in everyday speech. Look at Shakespeare's plays. But words never, ever get forgotten."

    David Crystal









    "Build a better mouse-trap and the world will beat a path to your door."

    Ralph Waldo Emerson

    You can build it but they don't have to come. Let your market know the product is there.


    THE BETTER MOUSE- TRAP helps you do it. To do it even better call The Cheshire Group at
    978 475-1478 or visit us at:

    Please send us an email and let us know your thoughts on The Better Mousetrap.
    Your comments and questions are welcome.