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External Experience: Building Brand Day by Day with Customers

Published by Unai Admin

17/07/2025

Fun, passion, sophistication, design, dream, humour, surprise, freshness, simplicity, curiosity and learning – these are some of the aspects of commercial concepts that customers expect from brands. These aspects become central for an experience where physical elements as well as an opportunity to touch, create and interact directly are essential. Until recently, brands had to be consistent, predictable and secure (conforming to expectations). Today this perspective on brands may be considered boring, unimaginative and easy to copy. The key is then to exceed expectations. Probably, the importance of socializing was brought about by the Internet, but in any case, companies today realize that they need to make brands fun and invent avatars and other virtual characters that will play w...

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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...

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Internationalization, digitalization and crisis management – the new challenges of corporate communication

Published by Unai Admin

17/07/2025

As the old saying goes, if you don’t communicate, you don’t exist. Today, in order to bring this idea up-to-date, we may say that we don’t exist if we don’t communicate internationally. Internationalization as well as the digital world and management of risks associated with these environments, are fundamental for a new communication that professionals are facing today. This document presents the challenges that corporate communication function is facing at present according to the results of the European Communication Monitor 2013. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references to the 2013 European Communication Monitor, drawn up by the European Public Relations Edu...

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Internal Experience: Building Brands from the Employees

Published by Unai Admin

17/07/2025

Apart from pride and the feeling of membership, the factor that best describes internal experience with brand today, and determines employees’ satisfaction with the company is the capacity to feel one’s social role, contribution to the social value, active participation in the company’s commitment with the society. Social connection in its turn creates or reinforces an emotional link associated with the pride of being a member of the company’s voluntary social activity.  This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Joan Cruz, Director for Territorial Coordination at the Telefónica Foundation; Isaac Vitini, HR Director at Coca-Cola Iberia...

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The New Ethics of Corporate Communication: Honesty, Transparency and Cooperation are Key

Published by Unai Admin

17/07/2025

Loss of trust in institutions and business as well as their leaders is a fact of the new reality. That’s why, in an attempt to meet the challenge of the ethical revolution, companies are anxious to review their management and communication strategies towards improved attitudes and behaviours. In the moments like the current crisis, demand for ethical responsibility of organizations and their leaders grows, since it is considered to be the way of recovering trust that had been lost. Demand for greater responsibility comes from a failure to meet ethical expectations, which may threaten the very survival of a business. Certainly, this task implies work towards restoring the burnt bridges of trust and strengthening the ties that have loosened or were destroyed as a consequence of short...

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Corporate Social Responsibility: It Works, and It Is Highly Profitable

Published by Unai Admin

17/07/2025

Is CSR just a beautiful social dream in the world of business ruled by numbers? Or is it a way to whitewash one’s image used by some business to proceed with their activities? None of the two: it is a way to achieve economic value by creating social value. Spanish companies, such as Agbar, CaixaBank or Telefónica, as well as other companies operating in Spain, such as Danone, Coca-Cola or Unilever, have launched several social projects in the last few yearsthat contribute to achieving equilibrium between financial and social dividends. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other references contains quotes from The Global CSR Study 2013 by Cone Communications and Echo Resea...

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CCO and Its New Role in Organizations: Improve Reputation and Ensure Sustainability

Published by Unai Admin

17/07/2025

Companies are no longer isolated from the outer world. They depend on the social context and the environment. However, ironically, their culture, identity and internal climate also contribute to business success. Harmonizing these two dimensions, making them coherent and meaningful is a vital task for companies today. Thus organizations need professionals with profiles and competencies that address both dimensions. By doing this they should meet the expectations of their internal stakeholders, and at the same time, understand and respond to the demands of their external stakeholders. The figure of a Chief Communications Officer (CCO) is a mediator between the two worlds, and its task is to link and align the internal world with the external world of the organizations. This document was p...

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The Importance of Sustainability for Reputation and Measurement of the Social Impact on Business

Published by Unai Admin

17/07/2025

An on-going and active dialogue, beneficial both for the company and the society, is the foundation for corporate responsibility and sustainability strategies. According to different rating lists, trust in companies and their leaders has hit historic low in many years and even decades: the current economic and financial crisis as well as the changes in the social model in terms of the authority and reference points, have shifted social leadership from the hands of formal institutions and their managers to the hands of peers, friends, family members and colleagues. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Christian Klode, Professor of the Witten/Herdecke University (Ger...

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From Corporate Brand to Company Brand: Authenticity, Transparency and Origin

Published by Unai Admin

17/07/2025

Several years ago brands expanded their role from the original area of marketing and sales to the corporate scale, leaving behind exclusive association with products and moving towards reflecting the company in its entirety. Today brands are making another step forward: they still reflect the commercial and corporate areas, but the intersection of the two areas yielded a new field: brand as a company. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references to the speech delivered Terry Tyrrell, the President and Co-Founder of The Brand Union (2007), formerly Sampson Tyrrell (1976) and Enterprise IG (1996), and a member of the Board of Corporate Excellence – Centre for Reputation Leadership...

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Company and Human Rights: Trends and Tools

Published by Unai Admin

17/07/2025

This technical notewas developed by Corporate Excellence – Centre for Reputation Leadership, G-Advisory (Garrigues) and Business and Human Rights based on the workshop titled The Trends and Tools of Human Rights Management, held in Madrid on October 16, 2013. Content:     1. Introduction 2. Takeaways     3. Content     3.1 Guiding Principles     3.2 Legal Framework; Voluntary Regulation Framework; Monitoring, Control and Remedy Systems     3.3 Top 10 Business & Human Rights Issues     3.4 Case: Repsol and Human Rights     4 Appendices:     4.1 Programme     4.2 Related Resources       All documents are available at: http://bit.ly/EmpresayDerech...

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Strong Brands, Profitable Brands: How Greater Alignment with Ideals Leads to Best Results

Published by Unai Admin

17/07/2025

Estimation of a brand’s value and its contribution to business has always been considered the main challenge in measuring intangible assets. But what are those brands that make the highest contribution to business value? What brands achieve greater financial result? The stronger the brand, the higher the company’s stock price. Brand equity is intangible value that determines to what extent associations evoked by a brand are able to predispose stakeholders to prefer this brand to others or pay a premium price for the brand now or in the future. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other references contains statements made by Adolfo Fernández, Director for Custom...

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The boom of co-creation: brand management that listens to stakeholders and involves them in its processes

Published by Unai Admin

17/07/2025

Brand Management is becoming an increasingly multi-actor discipline that encourages customers to cooperate with companies on the individual and collective basis in the process of creating value, designing and developing innovative products and services, and even leading communication campaigns. The idea of brand traditionally originated in the field of marketing. Only in the last few years this concept crossed the boundaries of commercial disciplines and came to be used for describing business, institutional, regional, social, professional or personal issues. At this second stage of its development, it became clear that brand is an interesting and relevant concept not only in its application to consumers. It is relevant for a broad and diverse universe of stakeholders. This document expl...

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Awareness and Recognition, Analysis Variables for the Online Environment

Published by Unai Admin

17/07/2025

Comments made online clearly have an impact on the reputation of brands. Opinions given in social networks, their presence and reach as well as quality and authority of the source are becoming increasingly important. Does a brand have better reputation online because it is known or because its value is recognized? Why has Internet turned into a space where reputation of many brands is determined? What is the role of recommendations in creating and reinforcing reputation? How can one analyze the impact of comments on corporate reputation? Is there just one reputation, or online and offline reputations are different things? This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements by Iván...

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The Problem of Measurements in the Economy of Intangibles: Specific Measurement Tools but Holistic Vision

Published by Unai Admin

17/07/2025

The fact that intangible assets account for more than 80% of the value of major companies is irrefutable. It is also irrefutable that these assets determine the key features of the new economy that is being born amidst the current crisis. However, a lot still has to be done in order to develop adequate measurement tools and indicators that would be applicable to these assets. Making progress in the area of measuring the value of brand and corporate reputation and development of measurement tools and indicators that would accurately reflect their true contribution to business value and be widely accepted by the academic and professional communities are the goals of many academics and professionals. This document talks about measurement to i...

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Trust, Key to Achieve Legitimacy and Credibility

Published by Unai Admin

17/07/2025

Traditional institutions are undergoing a crisis of leadership as a result of reputational rows. Only one out of five people polled internationally for the Trust Barometer report carried out by Edelman every year believe that a business leader or a politician say the truth when facing a sensitive situation. This document analyzes the main results of the Trust Barometer of Edelman 2013 and lists the main challenges that organizations ara facing today in order to generate trust, legitimacy and credibility. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references to the statements of Alan Van der Molen, Edelman’s Global Vice President, Ángel Alloza, CEO of Corporate Excellence, Alberto Andreu, Telefónica’s ...

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Innovations in Brand: Growth Management and Forecasting

Published by Unai Admin

17/07/2025

This document was developed by Corporate Excellence – Centre for Reputation Leadership, Millward Brown and Conento based on the workshop titled Innovations in Brand: Growth Management and Forecasting held in Madrid in July 2013 and in Barcelona, in October 2013.

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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...

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Management by conviction: improving a brand eligibility, location, flair and positioning

Published by Unai Admin

17/07/2025

Emotions are the key of decisions: they are in the beginning and in the end of every relationship. People decide by emotions although they assert by reasons. Is it possible to implement a rigorous and comprehensive approach to manage any kind of brand -person, company, country- with the purpose of helping to put emotions at the apex of its management? This document was prepared by Corporate Excellence – Centre for Repuation Leadership and contains references, among other sources, to the statements made by Carlos Sánchez Olea (vice-president of Dircom and president of Atenea Comunicación). The document was written after the “Enhancement of a brand, company or country” event organised by Dircom and Atenea Comunicación in Madrid on September 19, 2012.

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How to respond to CSR demands improving organizations communication

Published by Unai Admin

17/07/2025

Properly reflecting companies’ commitment with sustainable and ethical behaviour is the main challenge of communication in relation to reputation and corporate responsibility. However, that Corporate Social Responsibility (CSR) has to go beyond the mere realization of ‘good deeds’ to become something strategic and integrated into the business. Through accountability, companies are increasingly communicating the phenomenon of responsibility and ethics in business. This started to happen in the 90s when responsibility was not only concerning economic issues but social, environmental and labour issues within organizations. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the stateme...

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Internal communication: a tool for building trust and transparency in organizations

Published by Unai Admin

17/07/2025

Companies and institutions want to gain external credibility, but this is not possible without achieving first internal credibility, without being coherent and consistent in regard to what is done inside and what is demonstrated outside. The goal is clear: if reputation is contrasted with prescription, employees have to be the first defenders. Due to the impact of the crisis in many Western countries, the benchmark for some companies that were unique in recognition because of its ability to generate attraction and fidelity of talent has significantly dropped. The feeling of many employees as hostages in an unwanted situation, or the workers dismissal leads to rethink some of the bases on which people managing is based in organizations, according to the director of HR Reale Seguros, Alfred...

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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...

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Linking strategy with communication and dealing with the digital world: the two main purposes of new-style communication directors

Published by Unai Admin

17/07/2025

As the communication function at organisations becomes more advanced it draws ever closer to a point that is key for its performance: strategy, i.e. the ability to bring strategic value to an organisation by joining together business-related objectives and results with those related directly to communication itself. This document talks about the drivers to strengthen the function of corporate communication. This document has been prepared by Corporate Excellence – Centre for Reputation Leadership. It has cited, from among other sources, speeches by Sebastián Cebrián, General Manager of Dircom, Alfonso González Herrero, Head of External Communications at IBM, Ángeles Moreno, tenured lecturer at the Dept. of Communication of the Rey Juan Carlos University ...

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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...

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International brand positioning: improving use, protection and the performance of intangibles

Published by Unai Admin

17/07/2025

At times of crisis many companies choose to invest in branding rather than in their capacity to protect their interests and defend the intangibles that constitute the main interest of their companies and products. But do firms know how to use that value, especially in processes of internationalisation, and how to make the most of it? Domestic firms that begin to expand outside their natural frontiers often neglect or underestimate the importance of strategically managing the value of their own brands. The same goes for many successful start-up companies in the technology sector: they are accustomed to taking risks and frequently take too many when it comes to managing their brands. This document has been prepared by Corporate Excellence – Centre for Reputation Leadership. I t has c...

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Winning back confidence in the face of the crisis, and managing that trust in the changing environment of the digital age

Published by Unai Admin

17/07/2025

In times of uncertainty, confidence is undermined – causing widespread doubt and scepticism in public opinion. In today’s environment, countries and firms are trying to recover the support that has been lost. They are also attempting to manage that confidence in a new and as yet partly unknown digital context.  The causes behind the sharp drop in confidence in the main social institutions (governments, leaders and companies) can be found both inside and outside of those institutions. Some of those causes are short-term, while others, in the worst cases, are structural. What is clear is that all those causes negatively affect the reputation of those institutions. While a good reputation helps countries attract more&nbs...

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Remuneration, training and diversity – issues supervised by the Boards of publicly traded companies

Published by Unai Admin

17/07/2025

This document analyzes the evolution of Boards of Directors, and the challenges of the corporate governance. This document was prepared by Corporate Excellence and contains references, among other sources, to the statements made by Mario Lara (Partner responsible for the programme of PwC’s Board of Directors, PwC Spain) and Luis Ferrándiz (Senior Advisor at PwC and an expert on the boards of directors) made during the presentation of the 2011 Report on Boards of Directors of publicly traded companies in the USA and Spain, held at ESADE, Madrid, on February 1, 2012.

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Making a business grow and internationalise in the global context of the new reputation economy

Published by Unai Admin

17/07/2025

Expanding a company across borders requires a solid reputation: Support measures in the form of investment, purchase or employment decisions are taken much more easily if the firm is known and recognised beyond its natural territory, if it is capable of generating a degree of familiarity and confidence similar to that of the companies in that other country. And when it comes to taking that path, it is fundamental to do so accompanied by its key stakeholders because, building a reputation is building a future together with the most important stakeholders, those with the strongest links to the company. This document has been prepared by Corporate Excellence – Centre for Reputation Leadership. It has cited, from among other sources, speeches by Nicolas Georges Trad and Kasper Ulf Niel...

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Overview of the Best Academic and Consulting Models Used for Evaluation of Brands

Published by Unai Admin

17/07/2025

What are the best perspectives and aspects for analysing the most important intangible asset for a company? What academic institutions have developed brand management methods and evaluation procedures? What experts and professionals contributed their views on brand management? The document addresses all these questions and provides an overview of the best methodologies. 35 leading analysis models or paradigms – 24 from the academic community and 11 from the professional community – have been compiled in this text published by the international consulting firm Brand Management Coleman CBX and edited by its Projects Director Luis Miguel de Bernardos, who advocates the importance of measurement for reinforcing the strategic role of brands.  This document was prepared by Cor...

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The CEO’s role in reputation building and in recovery after a crisis situation

Published by Unai Admin

17/07/2025

Ranging from an unplanned departure or succession, through the setting of a companies vision or other corporate statements, sending key messages to customers, employees and society in general, to satisfactorily overcoming a crisis situation, CEOs play an essential role when it comes to boosting and protecting their company’s reputation. A company’s CEO, by extension the topmost leader in any organisation, has a direct impact on its reputation. In other words, there is a direct correlation between a CEO’s reputation (both professional and personal) and that of his or her company. The credibility of its top executive is substantial when it comes to making the company’s message credible. There are studies such as ...

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How the reputation of a country can either help or hinder the internationalistaion of a company´s reputation

Published by Unai Admin

17/07/2025

There are two key factors that contribute to the reputation of a company when it decides to make the leap into other markets - the reputation of the country in which that firm is based and the social context. These are the two primary considerations affecting the way public opinion and stakeholders in those countries make their evaluations. This document talks about how the reputation of a company or of the major companies and brands from a country ends up having a decisive influence on the reputation of that country in general. This is a return journey –a two-way mechanism– that can, depending on how it is managed, become either a virtuous cycle or a vicious cycle from which it is difficult to emerge. For this reason, some companies attempt to hide their r...

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Reputation: the Future of Corporate Communication

Published by Unai Admin

17/07/2025

Understand the new circumstances, adapt to them and win: communication and public relations are now at a turning point, and if they are unable to understand the new rules of the game and adjust to them, they may lose their leading position.  The document was prepared by Corporate Excellence and contains references to the statements made by Paul Holmes (journalist and expert on the sectors of communication and public relations, author of The Holmes Report) during the conference organised by the Association of Communication Directors in Madrid, on February 21, 2012. 

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Winning over stakeholder support, a key element in the internationalisation of reputation

Published by Unai Admin

17/07/2025

The strength of a company starts from within. Its employees must be the first to understand and share the project, making the message that the firm communicates to its customers and other stakeholders both credible and consistent – through their acts and words. The key to this alignment can be found more in commitment than in satisfaction. This document explains how to listening to and integrating the expectations of employees, and then other stakeholders, is a basic requirement for winning over the vital support a company needs. The overall goal is to successfully carry out its activity, and more specifically to start a process of internationalisation that is often long-term, complex and costly. This document has been prepared by Corporate Excellence – Centre for Reputation ...

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