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Published by Unai Admin

17/07/2025

Women Action Sustainability (WAS), the association of women corporate leaders whose goal is to make sustainability present in the business agenda leveraging the talents of Women in leadership, and Corporate Excellence - Center for Reputation Leadership, have launched a guide to help companies Communicate the positive effects that sustainability can have on corporate reputation. The development of this practical guide comes at a time when many companies do not know how to correctly communicate their sustainability efforts and terms such as greenwashing or greenhousing are common.The objective of this document is to generate valuable information and establish a strategic communication approach that focuses on reputation linked to sustainability in the corporate sphere.Thus, WAS and Corp...

Published by Unai Admin

17/07/2025

A new reputation, for the new times.USC Annenberg, Center for Public Relations, shares the 2023 Global Communications report: New Reputation. Study carried out and designed to provide information on the evolution of the fglobal communication industry, through the analysis of emerging trends.The report incorporates themes explored in previous reports on social purpose and corporate activism, always in the field of reputation.

Published by Unai Admin

17/07/2025

The new world disorder: how to navigate the polycrisis Global Trends 2023, the global study of trends that Ipsos produces and publishes annually, this year reaches the largest edition to date, since it covers 50 markets, 87% of the world economy and 70% of the world population . This report highlights key trends that brands and institutions must take into account to prepare for the future, essential tools to facilitate transit, inform strategic planning and streamline decision-making.

Published by Unai Admin

18/07/2025

On the occasion of the 2022 Intangible Metrics Innovation Congress organized by Corporate Excellence - Center for Reputation Leadership, Kantar Insights has presented its reputation metric "eMotionRep by Kantar". This metric, generated after an exhaustive process of research, analysis and review, and validated by Corporate Excellence, has been designed to feed the decisions of organizations and add value, providing more actionable and operational insights that really help in the transformation of companies. towards a more sustainable and resilient management model. With a flexible approach, in which customization coexists with comparability, Kantar Insights has designed a universal measurement model that can be adapted to each reality of the corporation. The eMotionRep by Kantar...

Published by Unai Admin

17/07/2025

Video of the data of Approaching the Future 2022. Trends in reputation and management of intangiblesSummary video with key results of Approaching the Future 2022. Trends in reputation and management of intangibles.Ángel Alloza, CEO Corporate Excellence - Center for Reputation Leadership, and Clara Fontán, Director of Intelligence & Knowledge of Corporate Excellence - Center for Reputation Leadership, summarize the main ideas of the seventh edition of this study, which has established itself as an essential tool for understanding 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 chara...

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:

  • access to and acquisition of dispersed knowledge about the management of intangibles on an innovation and ecosystem network.
  • Published by Unai Admin

    18/07/2025

    The biggest trends in intangible asset management: Approaching the Future 2022 is already available   Society demands greater commitment from companies, and managing reputation and intangibles is now a strategic must for all businesses Close to 50% of companies are working to define and integrate purpose in their business, and four in ten are working to drive responsible leadership and improve diversity, equity, and inclusion. The 2030 Agenda has regained relevance among organisations as compared to last year, with a commitment to aligning sustainability strategies with the SDGs, while climate action and ESG investment are of less interest. The 7th edition of this annual report, produced by Corporate Excellence - Centre for Reputation Leadership, CANVAS Estrategia...

    Published by Unai Admin

    17/07/2025

    Relive the launch event of the Global Results of Approaching the Future 2022. Trends in Reputation and Management of Intangibles, which is annually prepared by Corporate Excellence – Center for Reputation Leadership and CANVAS Sustainable Strategies.Program:13:00    Introduction and welcoming remarks  Ángel Alloza, CEO Corporate Excellence - Centre for Reputation Leadership    Justin Green, President & CEO Global Alliance for Public Relations and Communication Management Clara Fontán, Director of Intelligence & Knowledge Corporate Excellence - Centre for Reputation Leadership 13:15    Approaching the Future: 2022 Key findingsÁngel Alloza, CEO Corporate Excellence - Centre for Reputation Leadershi...

    Published by Unai Admin

    17/07/2025

    This document visually synthesizes the key findings from Approaching The Future 2022, an annual report on trends in reputation and management of intangibles.This 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...

    Published by Unai Admin

    17/07/2025

    Teaser video that highlights the most relevant trends in the current Approaching the Future 2022 ranking and the main variations in relation to previous editions. It 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. 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 lead the ranking of priorities for this edition, which act as responses to urgent challenges and the need to positively impact the environments in which it operates.   Consult here all the materials of the report.

    Published by Unai Admin

    17/07/2025

    This document summarizes the key ideas of the report Approaching The Future 2022. 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 lead the ranking of priorities for this edition, which act as responses to urgent challenges and the need to positively impact the e...

    Published by Unai Admin

    17/07/2025

    Infographic that summarizes the trends map in reputation and intangibles presented by the Approaching the Future 2022 study This study 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 in Spain and in Latin America. 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 unstabl...

    Published by Unai Admin

    25/07/2025

    Full report Approaching the Future 2022. Trends in reputation and management of intangiblesThis 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, 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 ...

    Published by Unai Admin

    25/07/2025

    Approaching the Future 2022 results PPT.It 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 lead the ranking of priorities for this edit...

    Published by Unai Admin

    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 ...

    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.

    Published by Unai Admin

    18/07/2025

    90% of organizations consider that responsible leadership is strategic for their future Corporate Excellence presents, together with the Global Alliance, the report "Top 15 Trends Worldwide: A Global Perspective", which identifies the key issues for the present and future of the management of intangibles, as well as the actions that organizations are implementing to respond to these challenges. Reputation management (8.32 out of 10) and new communication models (8.18 out of 10) are among the most relevant issues and the ones that organizations worldwide are working on the most.  Madrid, March 18, 2022–. Promoting more responsible leadership, adapting to the COVID-19 context, and reputation and reputational risk management are the three main trends of companies globa...

    Published by Unai Admin

    17/07/2025

    Corporate Excellence – Centre for Reputation Leadership, together with CANVAS Estrategias Sostenibles and Global Alliance, presents Top 15 Trends Worldwide: A Global Perspective, an ad hoc study of the 15 trends identified in Approaching the Future. This study aims to analyse the relevance of each of the 15 trends within the context of different countries and geographic regions. The study is based on a survey of professionals and members of the Global Alliance network, a confederation of the world’s major PR and communication management associations, representing over 300,000 professionals around the world.The report, created with the collaboration and participation of the Global Alliance Regional Councils, shines the spotlight on the most relevant trends in brand, reputation, ...

    Published by Unai Admin

    18/07/2025

  • The adhesion of WPP’s global branding consultant will contribute to promoting innovation and knowledge in the field of brands and corporate purposes. Madrid, January 25, 2022. WPP’s global branding consultant Superunion –which specializes in brand creation, activation and optimization– has strengthened its cooperation with the foundation, Corporate Excellence - Center for Reputation Leadership by joining its group of consultants as a Supporter in 2022. Superunion and Corporate Excellence have been working as strategic innovation and knowledge partners for years. Among the projects they have developed together, the creation of The Corporate Purpose Roadmap® model stands out as a tool to help organizations create, implement, a...

  • Published by Unai Admin

    18/07/2025

    Corporate Excellence - Center for Reputation Leadership brings together more than 500 executives and professionals at its Annual Conference to celebrate its 10th anniversary and to value these assets as levers of competitiveness and growth. The entity underlines the existence of a need for training to learn how to properly manage intangibles and for those responsible to participate in the strategic decision-making process of the company. Integrating intangibles in the remuneration of managers and replacing short-term pressure with a vision of long-term value generation, among the main challenges to advance in the management of intangibles.   Madrid, November 25, 2021. The interest of organizations in the management of reputation and other intangible assets (communic...

    Published by Unai Admin

    17/07/2025

    Welcome and opening by Ángel Alloza, CEO of Corporate Excellence - Center for Reputation Leadership, at the Annual Conference of Corporate Excellence - Center for Reputation Leadership, an event to celebrate the 10th anniversary as a foundation, and more than 20 years of history professionalizing the intangible management.In this brief introduction, Ángel tells us about:

  • The meaning of the medal that wears the Corporate Excellence logo, the almost 20 years as a career and the 10 as the current foundation
  • The evolution of the value of intangibles in organizations and latest companies incorporated into Corporate Excellence and the reputation revolution
  • The role of the ma...

  • Published by Unai Admin

    17/07/2025

    Welcome and opening by María Luisa Martínez Gistau, Vice President of Corporate Excellence - Center for Reputation Leadership and Director of Communication and Institutional Relations at CAIXABANK, at the Annual Conference of Corporate Excellence - Center for Reputation Leadership, an event to celebrate the 10th anniversary as a foundation, and more than 20 years of history professionalizing the intangible management.In this brief introduction, Maria Luisa tells us about: Reputation as a key strategic intangible in differentiation, trust and corporate legitimacy Investment in intangibles and the work of its professionals and managers The figure of the Chief Communication Officer as a leader and conscience in organizations The impact of the pandemic on comp...

    Published by Unai Admin

    17/07/2025

    The best of the 2021 Annual Conference: 10 years making the intangible tangible, held by Corporate Excellence - Center for Reputation Leadership summarized in a 5 minute video. 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 emerged what we know today as Corporate Excellence - Center For Reputation Leadership.

    Published by Unai Admin

    17/07/2025

    Dialogue table on Corporate Brand held within the framework of the 2021 Annual Conference of Corporate Excellence - Center for Reputation Leadership, an event to celebrate the 10th anniversary as a foundation, and more than 20 years of history professionalizing the intangible management.The discussion was moderated by Rafael Fernández de Alarcón, Director of Brand and Sponsorship at TELEFONICA, and spoke with: Enrique Arribas, Director of Corporate Marketing and Brand,, BANCO SANTANDER Federico Segarra, Director of Communication, DAMM Daniel Brener, Director of Transmedia Content, CAIXABANKCheck more about the full conference at this link.

    Published by Unai Admin

    17/07/2025

    Welcome and opening by Eduardo Navarro, President of Corporate Excellence and Director of Corporate Affairs and Sustainability Telefonica, at the Annual Conference of Corporate Excellence - Center for Reputation Leadership, an event to celebrate the 10th anniversary as a foundation, and more than 20 years of history professionalizing the intangible management. In this brief introduction, Eduardo tells us about the anniversary of Coproate Excellence and the 10 years of experience, as well as the evolution in the weight of intangibles and the professionalization of management from the business movement Check more about the full conference at this link.

    Published by Unai Admin

    17/07/2025

    Dialogue table on ESG and Responsible Business held within the framework of the 2021 Annual Conference of Corporate Excellence - Center for Reputation Leadership, an event to celebrate the 10th anniversary as a foundation, and more than 20 years of history professionalizing the intangible management.The discussion was moderated by Antoni Ballabriga, Global Head of Responsible Business at BBVA, and spoke with: Fátima Rojas, Corporate Director of Sustainability and Studies,GRUPO RED ELÉCTRICA ESPAÑA Susana Posada, Head of Institutional Communication and CSR, LEROY MERLIN José González, Senior Director Corporate Affairs and Sustainability, CMI MULTI INVERSIONES Denisse Blanca Amores, Social Impact Manager. Asuntos Corporativos y ERM Central, C...

    Published by Unai Admin

    17/07/2025

    Dialogue table on Communication and Reputation held within the framework of the 2021 Annual Conference of Corporate Excellence - Center for Reputation Leadership, an event to celebrate the 10th anniversary as a foundation, and more than 20 years of history professionalizing the intangible management.The discussion was moderated by Miguel López–Quesada, Corporate Director of Communication, Marketing and Institutional Relations at GESTAMP, and spoke with: Luisa Alli, Director of CommunicationIKEA José Guerra, Director de Comunicación y Reputación, SUEZ Josep Maria Mirmi, Manager of Institutional Relations and Corporate Reputation, ABERTIS Enrique Rodríguez, Director of External Communication, CEPSACheck more about the full conferen...

    Published by Unai Admin

    17/07/2025

    Corporate Excellence – Center for Reputation Leadership celebrates 10 years as a business foundation, but 20 years of history in the management of strategic intangibles. It arises from the birth of the Corporate Reputation Forum (2002) and the Institute of Analysis of Intangibles (2004); In 2011, both institutions merged into what we know today as Corporate Excellence – Center For Reputation Leadership. Some of the professionals who have marked the evolution of the foundation over the years participate in this video. To find out more about his vision, don't hesitate to check out our podcast "Una Cuestion de Reputación". And consult in this link the celebration of «10 years making the intangible tangible».

    Published by Unai Admin

    17/07/2025

    Video of the broadcast of the Annual Conference 2021: 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 emerged what we know today as Corporate Excellence - Center For Reputation Leadership.

    Published by Unai Admin

    25/07/2025

    Illustration made live by Marina Marisma during 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 was opened by the 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 als...

    Published by Unai Admin

    17/07/2025

    Dialogue table on Corporate Purpose held within the framework of the 2021 Annual Conference of Corporate Excellence - Center for Reputation Leadership, an event to celebrate the 10th anniversary as a foundation, and more than 20 years of history professionalizing the intangible management.The discussion was moderated by Luis Gómez, Chairman Senior Advisory at IBERDROLA, and spoke with:

  • María Campo Bernal, Director of Brand, Reputation, and Sustainability, IBERCAJA
  • Miguel García Lamigueiro, Deputy director general of communication and responsible business DKV SEGUROS
  • Maria Luisa de La Peña Garcia-Franco, Head of Corporate Marketing and Brand, NATURGYCh...

  • 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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