So Google, under its “don’t be evil” mantra, has the best corporate reputation in the U.S., while Halliburton, Citgo, Northwest Airlines, Exxon Mobil and Comcast have the worst, according to the ninth annual Harris Interactive Reputation Quotient poll.

Google, along with Johnson & Johnson, Kraft, Coca-Cola and the other top-tenners, may shine in categories including Emotional Appeal, Vision & Leadership, and Financial Performance, but Corporate America’s overall reputation is dimming in the eyes of consumers: 71 percent call that reputation “poor.”

Seven out of 11 industries saw their reputation decline last year from 2006 and 16 of the companies with the worst marks fell even further, but do not abandon all hope ye who read here: consumers will still buy, recommend and invest in companies that concentrate on building their reputation.

Yet, declining reputations, combined with the current economic stew, fires in me feverish imaginings of a corporate-less future, when all lays in ruins save theme parks, à la author George Saunders’ brilliant satire, CivilWarLand in Bad Decline.

It is 2020, and Dubai has ridden the oil boom to world dominance. The oil is gone, but that does not matter, for the world’s sole corporation and employer, Dubailand, has jobs for everyone, including giant pedal-power generators for the rides.

"We believe in sharing the wealth," says Khalid al-Malik, CEO of Tatweer, developer of the $110 billion entertainment complex, which includes a dozen full-scale amusement parks, six golf courses and full-scale Eiffel Tower, Giza Pyramid and Taj Mahal replicas. "If you don't take risks," adds Malik, "you're not serious."

As a human power generator in the Legoland sector, I see none of that wealth—but a serious risk-taker I am, so I’m sneaking off for some R&R, full report tomorrow.

Jeff Heilman

6/26/08