Todo

Approaching The Future 2022. Full report materials and presentations

18/07/2025

Do you know the trends that set the business agenda in 2022? Approaching the Future 2022 is the seventh consecutive edition of a study that has established itself as an essential tool for discovering the main global trends in reputation and management of intangibles. In this new edition we observe how, after the impact of the pandemic, organizations are redefining their priorities to respond to a reality in full transformation characterized by social and economic instability generated largely by the war in Ukraine, the growing social inequality or the climate emergency. Faced with this uncertain and unstable reality, the answer seems clear: advance in the activation and implementation of the corporate purpose and in the promotion of responsible leadership. These are the two trends that ...

Categories

Tags

Executive Summary. The Corporate Purpose Roadmap®

Published by Unai Admin

17/07/2025

The Corporate Purpose Roadmap® - Building authentic purpose-driven organizationsThe Corporate Purpose Roadmap®: a methodology for the creation, implementation and activation of the corporate purpose, developed by Superunion and Corporate Excellence – Center for Reputation Leadership.

Categories

Tags

The Global PR & Comm Model [Express presentation]

Published by Unai Admin

17/07/2025

Express presentation of The Global PR & Communication Model launch. A new model created by The Global Alliance for Public Relations and Communication Management in partnership with Corporate Excellence - Centre for Reputation Leadership, that defines the roadmap and building blocks of PR and Communication functions to promote its contribution to the creation of differentiation, reputation, trust and social legitimacy.

Categories

Tags

The Global PR & Communication Model [LAUNCH SUMMARY]

Published by Unai Admin

17/07/2025

Video summary of the The Global PR & Communication Model launch. A new model created by The Global Alliance for Public Relations and Communication Management in partnership with Corporate Excellence - Centre for Reputation Leadership, that defines the roadmap and building blocks of PR and Communication functions to promote its contribution to the creation of differentiation, reputation, trust and social legitimacy.

Categories

Tags

Approaching The Future 2020. Materials about the report and presentation

Published by Unai Admin

18/07/2025

Approaching The Future 2020. Materials about the report and presentation

This edition is very special as Approaching the Future is celebrating 5 years of dynamic context analysis and continuous monitoring of the pulse and vision of experts. In this edition, 300 professionals have given us their opinion on the most relevant trends that impact the business world. The report, in turn, integrates social perspectives obtained through analysis of qualitative and quantitative studies conducted by the Chair of Intangibles Metrics & Management at the University of Malaga (UMA) and Corporate Excellence - Centre for Reputation Leadership. The study and analysis of trends in reputation and intangible management we have undertaken over the years has highlighted the emergence of a new normality characterised by constant change and uncertainty. From the climate eme...

Categories

Tags

Online Comments Report 2016 (Executive Summary)

Published by Unai Admin

17/07/2025

5th issue of the Online Comments Report, developed by Corporate Excellence and LLORENTE & CUENCA. The Report analyses comments made voluntarily on the Internet as well as their impact on the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenry and Leadership. The Report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hyper-textual network Google. It also identifies relevant content for different audiences and helps map key reputational risk areas for companies. In particular, this issue h...

Categories

Tags

I am Story Maker

Published by Unai Admin

17/07/2025

This document provides the main ideas exposed at the congress "I am Story Maker" about business narrative, leadership and innovation. It also includes an analysis of the predictions for the upcoming years and explains what are the most important questions to take into account when building a good story. Besides, it uses practical examples of well-known companies, such as Kodak, Starbucks, Apple or Toyota so that we can more clearly understand the different approaches that the speakers defended. Document prepared by Corporate Excellence – Centre for Reputation Leadership quoting, amongst other sources, the Congress "I am Story Maker" that took place in Madrid in 2015.

Categories

Tags

Building a Unique Reality: The Power of Language

Published by Unai Admin

17/07/2025

Building a Unique Reality: The Power of Language

Language builds up our reality, establishes how we relate to others and influences our plans and goals. People want to tell their stories. Same thing happens with brands. In the current context, a brand needs to adapt, compete and be unique and telling stories is a powerful tool to do so, to reach the stakeholders and make them aware of the corporate goals and values so that they can provide the company the licenses to operate. Thus, business narrative is set up as a tool to inspire organizations and get them move. When business narrative is correctly applied, the social leadership ability of companies is reinforced. Non-verbal body language also plays a key role in corporate communication. It is not only a matter of words, people communicate in a very powerful way with their body. The...

Categories

Tags

Achievements and Trends in Communication: World Public Relations Forum (WPRF) Key Ideas

Published by Unai Admin

17/07/2025

This document explains how the current intangible economy provides a great opportunity for companies. It includes the main points discussed at the World Public Relations Forum 2014. In every communication, it is very important to be aware of our identity as company, of our stakeholder's expectations and social issues. This is the only way to be able to make better decisions and create business projects that are sustainable in the long term and capable of value creation. Management of intangible assets, in particular how the strategy is communicated, enables companies to influence attitudes and generate value behaviours. To do so, it is important to earn our stakeholders' trust and get their involvement by actively listening to their expectations and focusing on the values we shar...

Categories

Tags

A New Information Environment: from Persuasion to Influence

Published by Unai Admin

17/07/2025

Communication and technology are proving to be the true engines for progress nowadays. Today, the big challenge for companies is to understand and manage their context. The main task of communication departments and technology solutions providers is joining effort and value, and quantifying how much communication adds to the final result balance. All of this adds up to the need of redefining the individual’s function within the organisation, providing more independence and orienting their focus towards innovation and added value. This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Jose Luís Polo, Territorio Creativo’s funding partner; Patricia Salgado, Digital...

Categories

Tags

Brand Journalism: a Value-generating Technique

Published by Unai Admin

17/07/2025

The processes of brand creation, development and positioning have changed a lot due to the changes in the environment. At the same time, the public and stakeholders grow increasingly diverse, active and omnipresent. This multifaceted reality gave rise to multiple channels that people use to access information and interact. In this context, the most important challenge is to find the right meeting point between the brand and the stakeholder. Multichannel and multistakeholder have turned into buzz words because among other benefits they urge companies to know more about their stakeholders and break them down into groups by information channels that they use. This allows companies to adjust their messages to each group and create a unique dialogue with each group. In the search for imp...

Categories

Tags

How to communicate innovation in order to generate value for the brand and build excellent reputation

Published by Unai Admin

17/07/2025

This document analyzes the role of the social media in communications about a company’s innovations, what are the most important tools to innovate in communication, how innovation can generate value for a brand and what is the most effective way of identifying innovation assets of a company from the viewpoint of communication. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the Global Innovation Index 2013 published by INSEAD as well as statements made by Joan Francisco Bas, Partner and Director of Avantia XXI, and José Antonio Cano, Director of Avantia XXI, during the workshop titled Keys for Identifying and Communicating Innovation as Value for the Brand, organized by Dircom Associati...

Categories

Tags

A new way of doing advertisement: Branded Content

Published by Unai Admin

17/07/2025

Are entertainment formats prevailing to traditional advertisement? What is the best way to connect relevant content with messages? TV producers, advertisement agencies, media agencies, information and entertainment channels, media and especially big advertisement companies are looking for a new way to go beyond fixed formats. Recovering audience attention and interest is a must (and something not easy at all in the middle of a crisis.) Advertisement investment is clearly decreasing; on the other hand, digital content and the power of social networks is rising as never before. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the statements made...

Categories

Tags

Storytelling or The Art to Tell Brand Stories

Published by Unai Admin

17/07/2025

We live in a new attention economy, where time, as never before, is gold and information saturation has become highly intense. Communications should be aimed towards the personal, emotional and relational aspects. How? Storytelling –either commercial, personal, business or territorial. It gives credibility to the brand and reinforces its social aspect. The current crisis generates brand scepticism, trust lack and reputation loss, on the contrary, storytelling contributes to credibility generation –since personal aspects are a major trust source. Storytelling contributes to optimism, –since it develops the more ludic aspect in humans– and offers a context that makes sense, organizes dispersed information and ov...

Categories

Tags

Innovations in communication: need for new ideas to engage the entire society

Published by Unai Admin

17/07/2025

Doing things differently is as important today as making things that are different from the ones produced by others. Traditional challenges in the area of communication are complemented by new challenges of the digital world and force professionals and companies to look for new creative ideas that would boost not only communication proper, but business in general. Is it possible that the ideas that worked in the pre-digital era are still viable? This document analyzes the drivers for innovations in communication at the moment, in the context of the new digital world.This document was prepared by Corporate Excellence – Centre forReputationLeadership and contains references among other sources to the statements of Ben Padfield, Chief Innovation Officer EMEA, Weber Shandwick, durin...

Categories

Tags

Tales as communication tools

Published by Unai Admin

18/07/2025

Tales have become a key tool in communication. In the new information ecosystem, where success depends on managing our influence over our stakeholders, associating tales with our brand and letting others tell our story has become key for undertaking effective and believable campaigns. Led by one of the greatest international experts in the field of storytelling, Antonio Núñez, Director of Y&R Brand Planning, Strategy and Management, the participants in the “Brand & Corporate Storytelling” workshop debated about how tales can be the way of communicating a brand and how different stakeholders can become our brand’s most important ambassadors, placing particular emphasis on the potential of employees in this context. A tale is a sequence of event...

Categories

Tags

Foro de Tendencias de Comunicación de Marca

Published by Unai Admin

18/07/2025

Jornada organizada por LLORENTE & CUENCA en la que colaboramos junto al Foro de Marcas Renombradas, el IE Business School y Dircom para reflexionar sobre cómo responder a la creciente preocupación de los consumidores por el rol de las empresas, la pérdida de confianza o la progresiva desconexión de consumidores y marcas.Más información

Categories

Tags

Partner companies

Corporate Excellence companies

LATAM Corporate Excellence Companies