Todo

Making sense of business through a holistic view and a personal action of brands

17/07/2025

Best organizations are able to adapt to change; they successfully overcome problems and face challenges. The current crisis has shown that those abilities –in addition to make sense of business, encourage people, establish relationships and achieve a good reputation– are the way to obtain the best results. Feeling safe and secure is a thing from the past. Nowadays, one has to be able to adapt to change. The important thing is to build companies able to grow, brands able to create, organizations able to think. The key is to build companies able to adapt themselves to any possible change. This document was prepared by Corporate Excellence – Centre for Repuation Leadership and contains references, among other sources, to the book Brands&Rousers: The Holistic Syste...

Categories

Tags

Book Summaries. Becoming a Citizen Brand is the Best Way of Building an Excellent Reputation

Published by Unai Admin

17/07/2025

If a company understands and shares the concerns and aspirations of its stakeholders, it may be able to develop brands that would be competitive on the markets and sustainable over time. How to do it? Be more proactive and effective in communication with the stakeholders than before, and know their concerns as citizens. Today, being a good corporate citizen is the best and correct line of behaviour, of existence in the world of businesses and brands. It’s much more than CSR, since CSR is still viewed as an addition to business, an obligation to return to the society what has been received from it, to treat stakeholders well, while the real objective should be to do things well, in the broad sense of this expression. This document was prepared by Corporate Excellence – Centre ...

Categories

Tags

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

Published by Unai Admin

17/07/2025

What determines the success of corporate strategy? What are key success factors from the viewpoint of managing intangibles? Should one take into account only clients and shareholders when developing the corporate strategy, or should employees, suppliers, regulators and the societies also be involved? 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. This d...

Categories

Tags

Brands that make people’s lives more meaningful achieve greater differentiation and better results

Published by Unai Admin

17/07/2025

Why do consumers pay more for some products than others? Why talented professionals prefer to work for some companies rather than others? What makes investors and shareholders favour some values rather than others? Why does the society hold some organizations and leaders in greater esteem than others? Any brand may be compared to a medal that has two sides: the tangible side (functional values managed by the brand’s owners) and the intangible side (emotional and social values rooted in the brand’s identity and controlled by the brand’s stakeholders through its reputation). Nigel Hollis, VP and Chief Global Analyst at Millward Brown, believes that the true risk faced by companies today is a discrepancy between these two elements. This document was developed by Corporate ...

Categories

Tags

Co-creation builds stronger bonds between brands and stakeholders by talking and collaborating with them

Published by Unai Admin

17/07/2025

Co-creation builds stronger bonds between brands and stakeholders by talking and collaborating with them

Nowadays, brands are managed and defined by people much more than by organizations themselves: employees shape how brands are seen and clients support or attack brands according to their personal experience. Therefore, reputation depends on the interaction between the two of them. There is a new way of connecting brands and stakeholders; the relationships is changing: what is searched today is the “engagement”. Brands cannot longer bombard with advertising on newspapers, radio or television. Now, brands need to talk, dialogue and collaborate with their clients and other stakeholders if they really want to success. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references to the book Brand Together by Nichola...

Categories

Tags

Undertake Commitment and Fulfill It in Order to Build Reputation

Published by Unai Admin

17/07/2025

Undertake Commitment and Fulfill It in Order to Build Reputation

Today, the best companies are those that have a good reputation, those who are widely and better recognised as a result of high evaluation by their stakeholders. Although the current crisis has seriously damaged trust in companies, those firms that demonstrate a strong commitment to their stakeholders will succeed in recovering this trust.Intangible value of companies has been changing over the last 40 years. If in the middle of the 1970s only 20% of the market value of S&P 500 companies was attributable to intangible assets (according to Ocean Tomo, a financial services firm specializing in intellectual capital), today the situation is different, and the Pareto rule has been turned over: more than 80% of companies’ market value is attributed to intangibles. More specifically, in...

Categories

Tags

Linking a brand’s DNA to a company’s strategy: the vital role played by identity and culture

Published by Unai Admin

17/07/2025

A corporate brand is used not only to ensure the application of business strategy but also to design it. Brands are increasingly becoming cultures, manners of seeing life and ways of doing things that have to be shared with customers, although they first have to be cultures created and defended by employees. There are still companies today that have yet to apply strategic management to their corporate brand, despite there being more and more companies, even in the mass commodity sector, that are beginning to use it as backing for their commercial brands. This approach to management ensures, on the one hand, the conveyance of meaning between the two and, on the other, the contribution the company’s own corporate reputation makes to product brands. This document has been prepared by ...

Categories

Tags

The Present and the Future of Communication Director’s Role in the New Economy

Published by Unai Admin

17/07/2025

The Present and the Future of Communication Director’s Role in the New Economy

The role of the Corporate Communication Director or Chief Communications Officer is gaining more weight in organisations, combining various strategic functions from managing some key intangibles, such as brand and reputation, to communication.Marketing is not effective and no longer yields expected results, advertising has become trite and ineffective, traditional public relations fail to reach new audiences and digital communities, communication tools used by companies in the past lost a good part of their capacity to generate value and are no longer useful for companies because the rules of the game have changed.This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the statements made by Joan Costa, an...

Categories

Tags

Partner companies

Corporate Excellence companies

LATAM Corporate Excellence Companies