Published by Unai Admin
17/07/2025
Article published by José Antonio Alfaro Tanco and Mónica Recalde Viana, both professors at the University of Navarra. And presented within the framework of the XXXI International Conference of ACEDE. The objective of this article is to explore the factors that influence the evolution of an intermediary specialized in intangibles. And to do this they analyzed a case study based on Corporate Excellence – Center for Reputation Leadership: a foundation
of public interest promoted by the business sector but with a non-profit nature.Findings reveal two main functions as intermediary of innovation:
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Published by Unai Admin
18/07/2025
Content related to the 2021 Annual Conference: 10 years making the intangible tangible. Event celebrating the tenth anniversary of the foundation, despite having almost 20 years of history since the birth of the Corporate Reputation Forum (2002) and the Institute of Intangibles Analysis (2004); organization from whose merger arose what we know today as Corporate Excellence - Center For Reputation Leadership.The conference waqs introduce by our CEO (Ángel Alloza Lozana), president (Eduardo Navarro, also Director of Corporate Affairs and Sustainability at TELEFÓNICA) and the vice president (María Luisa Martínez Gistau, Director of Communication and Institutional Relations of CAIXABANK) of Corporate Excellence. Four dialogue tables were also held with professionals...
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- Valoración de los intangibles
- Estrategia
- Sostenibilidad & Responsabilidad Social
- Diversidad & Inclusión
- Corporate Excellence
- Conferencias & Talleres
- Propósito & Valores
- Liderazgo
- Ética
- Riesgo Reputacional
- Chief Communications Officer
- Innovación
- Empresa con Futuro
- Transparencia
- Co-creación
- Agenda 2030 & ODS
- Marca Corporativa
- Reputación & Riesgos Reputacionales
Published by Unai Admin
17/07/2025
One year after the start of the pandemic, we published a new edition of Approaching the Future 2021: Trends in reputation and management of intangibles, with the aim of helping companies and all professionals to discover the evolution of the main trends that mark the present and future of organizations and to make decisions in an uncertain, complex and changing world that requires a profound transformation. Approaching the Future is presented as a practical and essential tool to know and navigate correctly in this new reality, identifying the 15 most important issues today and in the future, as well as the procedures that organizations are implementing to respond to these challenges, with special focus on Spain and Latin America. We have had the contributions of more than 500 professiona...
Categories
- Alineamiento y cultura corporativa
- COVID-19
- Estrategia
- Approaching the Future
- Sostenibilidad & Responsabilidad Social
- Comunicación Interna
- Consumidores
- Insights
- Digitalización
- Corporate Excellence
- Reputación del CEO
- Lobby
- Stakeholder engagement
- Ética
- Riesgo Reputacional
- Transparencia
- Marketing
- Co-creación
- Comunicación Externa
- Marca Corporativa
- Reputación & Riesgos Reputacionales
Published by Unai Admin
17/07/2025
The Global Alliance for Public Relations and Communication Management in partnership with Corporate Excellence - Centre for Reputation Leadership presents The Global PR & Communication Model. A new model 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.
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Published by Unai Admin
18/07/2025
The Corporate Purpose Roadmap® is here, a new methodology to help companies in the process of creating, implementing, and activating their corporate purpose Superunion and Corporate Excellence - Center for Reputation Leadership together with DKV Seguros and BlackRock discuss the strategic importance of purpose and stakeholder capitalism Madrid, October 2nd 2020. In a context marked by the COVID-19 crisis, the corporate purpose has become a strategic priority for executives and investors worldwide. Companies must now abandon models focused exclusively on their shareholders to respond to all their stakeholders' needs. This has been stated in the launch of The Corporate Purpose Roadmap®, a new methodology developed by the brand consultancy firm Superunion and by Corpo...
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Published by Unai Admin
17/07/2025
The key to Wendy’s successful transformation? Staying true to the brand while using data to better serve customers.
Modernizing a cherished brand without alienating
a loyal customer base or losing market share in a hypercompetitive marketplace is challenging. The hurdles include continuing to drive and maintain growth, choosing the right ideas for big results, knowing the customer, and innovating while staying true to the brand’s roots. Kurt Kane, chief concept and marketing officer at Wendy’s, spoke with McKinsey partner Stacey Haas and discussed how the restaurant chain tackled these challenges.
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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...
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Published by Unai Admin
18/07/2025
Madrid, April 9, 2014. Building Beliefs Project and the inter-University platform, launched by Corporate Excellence jointly with the Forum for Research in Communication, was presented yesterday within the framework of the Conference on Innovations in Communication. The project draws on the theoretical framework titled Building Belief, which was translated into Spanish as Compartir Creencias (Shared Beliefs), developed by Arthur W. Page Society in 2012. The project unites more than 60 scholars who will fill the model with content both on the theoretical and practical levels by applying its findings to business practice. Corporate Excellence cooperates with Arthur W. Page Society, one of the largest associations of communications dire...
Published by Unai Admin
18/07/2025
Madrid, December 10, 2013. “Although we still have way to go, this time walking together, many goals have been reached. Many improvements have been made” this was the opening sentence of José Luis González-Besada, Chairman of Corporate Excellence and Communication Director at Iberdrola, at the First Annual Meeting held on December 3rd at Deusto Business School in Madrid. More than 60 top-level professionals from the 17 companies that form part of the Foundation participated in the meeting. Each company shared with the assistants the advances made in the last two years, as well as the main challenges to be faced in the future. Most of the speakers pointed out important topics related to managing large companies among all the difficulties ...
Published by Unai Admin
18/07/2025
23/11/2011 Expert groups have been formed to deepen research supported by Corporate Excellence and promote participation and knowledge sharing. A working group has been set up for each activity line: reputation, brand, communication, public affairs, metrics and training. The work of these expert groups is organised according to the sections of the Programme of Activities:
Published by Unai Admin
18/07/2025
28/06/2011. Top experts in the area of reputation and brand management have endorsed the founding of Corporate Excellence – Centre for Reputation Leadership, a think tank created by Spanish enterprises for promoting management of intangibles in order to achieve business excellence. 15 experts took part in the presentation of Corporate Excellence, held today in Madrid. They also recorded a video message and voiced support for the new think tank. Speakers included the founder of the theory of stakeholders Edward Freeman (University of Virginia, USA); corporate communication strategy expert Paul A. Argenti (Tuck School of Business, USA); Charles Fombrun, founder of the Reputation Institute (USA); authors of the concept of corporate brand as the main differentiating value professo...
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