FILTROS

close
More recently Oldest date Relevance
search
arrow_drop_down
82 results

Corporate Excellence and the Arthur W. Page Society allied to promote the New Communication Model

Published by Unai Admin

18/07/2025

Corporate Excellence and the Arthur W. Page Society allied to promote the New Communication Model

Madrid, May 14, 2014. Today it was hold at Corporate Excellence headquarters a meeting with the Advisory Board: Roger Bolton. Mr Bolton is a member the President of the Arthur W. Page Society, one of the largest international associations of communications and public relations directors, which brings together major North American companies, all of them included in Fortune 500. In his capacity as a member of the Advisory Council, Roger shared with the event’s participants some interesting ideas about the Association and the way that North American organizations develop. The mission of Arthur W. Page Society is to strengthen the leadership of Chief Communications Officers (CCOs), providing a dynamic learning environment based on the highest professional standards that lead to improved understanding, practice and education experience in the area of corporate communication. Corporate Excellence fully supports the goal of strengthening the position of Chief Communications Officers and promoting integrated management of intangibles in organizations. That’s why Corporate Excellence signed a Cooperation Agreement with Arthur W. Page Society, aiming to encourage promotion of the New Communication Model (Building Belief) in the academic and professional communities. The basis of the New Model is presented in a report published by Arthur W. Page Society in 2012: Building Belief. The report suggests a new communication model for organizations based on defining a unique identity, able to differentiate a company and generate shared beliefs and associations in the company’s stakeholders. Corporate Excellence agrees with the principles set out in the report, and jointly with the Forum for Research in Communication, which unites public and private Universities from Spain and Latin America, established an inter-University platform, which brings together more than 70 scholars who will test the Arthur W. Page Society’s model on the academic and practical levels and promote it in all Spanish-speaking countries. The research team will test the Building Belief Model’s effectiveness on the institutional, corporate, online levels as well as the levels of NPOs, small and medium businesses and Universities. During today’s meeting, Roger Bolton talked about the first steps of putting the New Communication Model into practice – an insight based on a qualitative research which involved 25 companies included in Fortune 50 and aimed to find out how companies define, activate and align their corporate values with the organization’s overall strategy. Roger noted that the research explores the role of corporate values in defining and strengthening the identity of an organization as well as the leaders involved in this process. He also revealed that organizations that took part in the research follow an 8-stages’ process of defining, strengthening, implementing and aligning their corporate values with the company’s overall strategy: • Stage 1. Most of the interviewed organizations report being involved in the process of revising and defining their values. • Stage 2. Organizations do not change their values without a preliminary analysis of their position. The level of defining or redefining varies significantly in different organizations. • Stage 3. Although the process of redefining values varies among companies, CEOs and Board members are usually involved in the process. Besides, on many occasions, an important role is played by employees and key stakeholders. • Stage 4. Corporate values “activate” corporate culture in organizations. And communication is the key element of this process. • Stage 5. Apart from communication, many organizations use other methods to implement their values and differentiate themselves. • Stage 6. The level of alignment achieved by organizations varies significantly. However, all companies agree that alignment of corporate behaviours and activities with the organization’s beliefs is the key to success. • Stage 7. Although companies note that it is difficult to measure the financial impact in this area, most of them have internal and external measurement tools in place, helping to determine the level of alignment with corporate values. • Stage 8. Aligning values is a process that requires a high degree of cooperation and engagement on the part of Board members.


Categories

Tags

Macarena Estévez, Enrique Carreras, Juan Benavides and Roger Bolton join the Advisory Board

Published by Unai Admin

18/07/2025

Macarena Estévez, Enrique Carreras, Juan Benavides and Roger Bolton join the Advisory Board

Madrid, May 7, 2014. Helping companies around the world to achieve excellence in the management of intangible assets, this is the dream of Corporate Excellence. Corporate Excellence - Centre for Reputation Leaderhiso is a unique organization, aiming to generate applied knowledge by six activity areas: Reputation, Brand, Communication, Public Affairs, Metrics and Education. The foundation draws on the coopetition model, which brings together direct competitors to share experience and make progress together. It is a business initiative, but its success is the fruit of alliance with partners, who represent both academic and professional domains. The working method based on cooperation and alliances allowed us to develop a unique experience, invaluable for generating knowledge and applied innovation. Corporate Excellence, together with its allies and partners, designs new studies, models and management tools aiming to help organizations excel and shares all this information with the professional and academic communities. Recently, Corporate Excellence has welcomed new members to its Advisory Board: Macarena Estévez , CEO and Founder of Conento, a mathematician and expert in non-financial indicators and their incorporation into balanced scorecards; Enrique Carreras, Lecturer at the Faculty of Economics, CEU San Pablo University, a research scientist and one of the co-authors of Corporate Reputation; Juan Benavides, Professor at the Complutense University of Madrid, Founder of the Academic Forum for Research in Communication and a renowned expert in corporate communication; and Roger Bolton, Chairman of the Arthur W. Page Society, and a professor in corporate communication. Corporate Excellence would like to acknowledge the work of all its allies, and especially of its Advisory Board and its new members. Corporate Excellence would be impossible without their support. Next week Roger Bolton will be visiting Corporate Excellence as a speaker within the framework of the Meetings with the Advisory Board Series, held at Corporate Excellence office. Find out more. inShare


Categories

Tags

Innovations in Communication: Building Beliefs

Published by Unai Admin

18/07/2025

Innovations in Communication: Building Beliefs

Innovations in Communication: Building Beliefs

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 directors in the USA, to promote the new model of communication in Spanish-speaking countries, and the team of academics will help us in this endeavour. This is a unique initiative, because for the first time different Universities join forces to create synergies and work together. Research will follow 6 major lines: the model’s application on the institutional level, corporate level, in the digital context, small and medium businesses, NPOs and Universities. In a nutshell, the new model aims to create a strong and unique identity able to differentiate a company and be relevant for stakeholders, resulting in a system of shared beliefs and identification that encourage action and allow key stakeholders of an organization voluntarily share these beliefs and actively recommend products, services and the organization itself to members of their network. This means that communication is driven by stakeholders, who become true “ambassadors” of products, services and the organization. Instead of trying to persuade, this communication model aims to unleash the powerful influence of stakeholders’ favourable attitudes and behaviours towards the company. The Conference on Innovations in Communication was a great opportunity to hear coordinators of different research lines talking about the progress that has already been made. A round table discussion held by business leaders as part of the conference showed that Spanish companies do their best meet the challenge of the new informational ecosystem, where they come under permanent careful scrutiny of stakeholders. Elena Gutiérrez, Deputy Director of the Master in Political and Corporate Communication, Professor at the Navarra University and coordinator of the institutional research line, presented her project Institutions’ Relations with their Stakeholders: Analysis of Reciprocal Influence. David Alameda, Professor at the Salamanca Pontifical University and coordinator of the work group for the model’s application on the corporate level, presented the project Discourse Contexts in Formulating Intangibles. Configuration and Management of Shared Beliefs. Carlos Rey, Professor at the International University of Catalonia and Director of the Department of Leadership Management and Corporate Governance, involved in the same research line, presented his project titled Using DpM Index in the Evaluation Process, which measures employees’ alignment with the company’s mission. This measurement tool has been used by 150 companies over the last few years. The model’s application in the digital context was presented by Leopoldo Seijas from CEU San Pablo University. The round table discussion for business leaders featured three brilliant examples of defining identity in organizations: Silvia Agulló, Business Responsibility and Reputation Director at DKV Medical Insurance, talked about The Methodology of a Dialogue with Stakeholders. It is an example of dreaming about what you want to be and transforming the dream into reality through building a relationship with stakeholders. Eduardo Puig de la Bellacasa, Director for Stakeholder Engagement at Telefónica, talked about Digital Strategies for Engaging Stakeholders and highlighted the digital economy’s potential for maximizing the power of identity, enabling organizations to deliver its corporate message immediately to a large number of stakeholders. Ignacio Villoch, Responsible for Innovation Activities and Events at BBVA, presented BBVA’s Centre for Innovation and described how the bank uses this symbolic space to generate interesting content for its stakeholders based on its identity and able to trigger conversations then spread “virally” by those who associate the concept of innovation with the brand itself. >Juan Benavides, a UCM Professor who established the Forum for Research in Communication 14 years ago, and Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership, hosted and moderated the conference, which for the 16th time provides platform for discussing trends and developments in the area. inShare


Categories

Tags

The Alignment Factor: How to Link Up All Stakeholders in Order to Achieve Business Excellence

Published by Unai Admin

17/07/2025





Categories

Tags

Consumer & Company Brands - Terry Tyrrell

Published by Unai Admin

18/07/2025

Consumer & Company Brands - Terry Tyrrell

Consumer & Company Brands - Terry Tyrrell

When we talk about brands, we traditionally classify them into two broad territories – consumer brands and corporate brands. By Consumer Brands we mean the products and services that drive consumer preference, loyalty and value. By contrast, Corporate Brands are the often invisible corporations whose primary aim is to drive shareholder value and whose stakeholders are first and foremost, investors, bankers, suppliers, regulators and increasingly nowadays, NGOs. But there is a third rapidly growing brand territory emerging that I call the Company Brand. These are organisations that are beginning to fill the space between consumer brands and corporate brands. These are those enlightened companies who have recognised that increasingly informed and opinionated consumers are demanding to know more about the company behind the brand. Ethics, authenticity and transparency are now the new buzz words of branding. Terry reveals the keys to success in building bridges between your company, what it stands for and how it relates to the products and services it owns. This will include the importance of brand positioning, the role that brand architecture can play and most importantly how a focus on building the Company Brand can accelerate growth from local to global.



09/10/2013

Categories

Tags

Corporate Excellence launches an app for managing intangible assets content

Published by Unai Admin

18/07/2025

Corporate Excellence launches an app for managing intangible assets content

Madrid, January 30, 2013. Corporate Excellence - Centre for Reputation Leadership has developed an app to help users to manage and share content on intangible assets. The app, for smartphones and tablets, makes easier the management of content from this think tank on reputation, brand, communications, public affairs and non-financial metrics. The app is free. The app has been named Corporate Excellence and is structured as a library. From the 1st of February, users will have access to 70 documents on strategy and 50 videos of experts explaining intangible assets issues, as well as workshops held by this think tank. The app also features an event section where the user can find activities from Corporate Excellence as well as other activities related to the management of intangible assets. Through this app, users can synchronize their starred content in various smartphones and tablets as well as on the web of Corporate Excellence. Furthermore, the app is multilingual, the user can navigate and have access to content in Spanish or English. Corporate Excellence will be available for Apple and Android devices. inShare


Categories

Tags

Iberdrola assumes presidency of Corporate Excellence

Published by Unai Admin

18/07/2025

Iberdrola assumes presidency of Corporate Excellence

Madrid, January 10, 2013. This morning, Iberdrola has been chosen by unanimity by Corporate Excellence - Centre for Reputation Leadership Board of Trustees -BBVA, Iberdrola, La Caixa, Repsol, Santander and Telefónica- to chair the Foundation during the period 2013-2015. In the Board of Trustees, Iberdrola is represented by José Luis González-Besada Valdés, Communications Director at Iberdrola. González-Besada, 53-year-old, native of Ponteceso (La Coruña), holds a degree in Communications from the Complutense University of Madrid. He is specialized in economic and financial journalism, and worked as head of the Economy section, Deputy Director and Assistant Director at the Spanish newspaper ABC for twenty years. New faces María Luisa Navas, Communications Director at Telefónica, has joined the Board of Trustees, replacing Luis Abril. Ignacio Moliner, Communications and Brand Director at BBVA has replaced Gregorio Panadero. The Board of Trustees has expressed "appreciation for the great work done by Luis Abril at the Foundation, helping to develop and implement a better corporate reputation among enterprises.” The Board of Trustees has also expressed appreciation for Gregorio Panadero's work at the Foundation since it was created.


Categories

Tags

The Alignment Factor

Published by Unai Admin

18/07/2025

The Alignment Factor

The Alignment Factor

In order to win, one has to align. Such is the conclusion made by Cees B. M. van Riel, Professor of Corporate Communication of the Rotterdam School of Management and Vice Chairman of the Reputation Institute, in his book titled The Alignment Factor (“Alinear Para Ganar” in its Spanish translation). The book highlights the need for support on the part of stakeholders in order to enter different markets, obtain operating licenses and minimise potential obstacles. Here you can see the companies of Corpoate Excellence - Centre for Reputation Leadership that appear in the book.

Conference



16/10/2012

Categories

Tags

The Alignment Factor: How to Link Up All Stakeholders in Order to Achieve Business Excellence (Cees van Riel)

Published by Unai Admin

17/07/2025







Categories

Tags

CE4reputation Alumni Network Started

Published by Unai Admin

18/07/2025

CE4reputation Alumni Network Started

CE4reputation Alumni Network Started

The Alumni.CE4reputation project was launched on Monday, October 8. Alumni.CE4reputation is a professional network for alumni of the training programs driven by Corporate Excellence and previously by the Corporate Reputation Forum and the Institute for the Analysis of Intangibles. This network has been created to take advantage of the professional opportunities offered by the new economy of intangibles and to support professionals who were trained by us through networking and shared knowledge. So far, more than 100 professionals in the field have attended our programs, Corporate Excellence has a long experience in teaching and more important, it has a consolidated space where this network is perfectly developed. Corporate Excellence have driven the following training programs; Executive Program in Management and Analysis of Intangibles along with the Spanish School of Industrial Organization (EOI), Reputational Risks Program driven together with the IE Business School, and The Global CCO Program developed with ESADE Business School in collaboration with Georgetown University and Columbia University, of which the first edition has already started. At the opening ceremony it was announced that in January 2013, every member of the network will have access to a private community where they will be able to contact other professionals of the field and will have access to more than 500 documents about intangible management. In this way, Corporate Excellence becomes the best scenario to continue the course started about brand training, corporate reputation and intangibles. The event was held at the EOI centre. We were lucky to be part of the first activity of the network: a conference on "how to overcome the gap between R & D and market" by Eusebi Nomen, one of the professors for the Executive Program in Management and Analysis of Intangibles, which this year celebrates its 5th edition and will begin on October 26. Find more information on our blog. Here the contents of the Alumni Project launch.


Categories

Tags

Corporate Excellence & LID Editorial set up corporate reputation management library

Published by Unai Admin

18/07/2025

Corporate Excellence & LID Editorial set up corporate reputation management library

Corporate Excellence & LID Editorial set up corporate reputation management library

Madrid, April 19, 2012. Spanish think tank Corporate Excellence - Centre for Reputation Leadership and publishing house LID Editorial have set up their new Corporate Excellence Library “to help firms and professionals create strong brands with good reputations, capable of competing in global markets”. The Corporate Excellence Library seeks to become a benchmark for Spanish-language publications on the management of key intangibles such as brand, reputation and corporate communication. Its publications will initially be distributed in Spain, Latin America and the USA, and will also be available in e-book format through the main online sales platforms. The first volume in the Library is to be Alinear para Ganar, which deals with managing influence and stakeholder groups. This is the Spanish-language version of The Alignment Factor by Cees van Riel, Professor of Corporate Communication at the Rotterdam School of Management and Vice-Chairman of the Reputation Institute. In the words of LID editor César Piernavieja, “this library is a clear example because from this very first volume it is to offer the world of business the tools that it needs to strengthen its operations and become more competitive in an uncertain environment”. Corporate Excellence - Centre for Reputation Leadership is a think tank supported by major global companies with the remit of professionalising corporate reputation management as a strategic resource for guiding and building up business value throughout the world. LID Editorial was founded by Marcelino Elosúa in 1993. It is currently one of the leading business and management publishing houses in the Spanish language, and has a strong presence in both Spain and Latin America.


Categories

Tags

Página

of 3

arrow_drop_down