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Globalización 4.0 y confianza: una alianza necesaria

Published by Unai Admin

18/07/2025

Globalización 4.0 y confianza: una alianza necesaria

Globalización 4.0 y confianza: una alianza necesaria

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Algo importante está pasando con la reputación

Published by Unai Admin

18/07/2025

Algo importante está pasando con la reputación

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Mi pulse de verano. Un cambio esperanzador

Published by Unai Admin

18/07/2025

Mi pulse de verano. Un cambio esperanzador

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Achievements and Trends in Communication: World Public Relations Forum (WPRF) Key Ideas

Published by Unai Admin

17/07/2025






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Activos intangibles, una inversión necesaria para el crecimiento económico de España

Published by Unai Admin

18/07/2025

Activos intangibles, una inversión necesaria para el crecimiento económico de España



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Tendencias en comunicación corporativa 2014. Darwin en la Comunicación: al éxito por la adaptación

Published by Unai Admin

18/07/2025

Tendencias en comunicación corporativa 2014. Darwin en la Comunicación: al éxito por la adaptación



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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


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Latest Advances in our Reputation Roadmap

Published by Unai Admin

18/07/2025

Latest Advances in our Reputation Roadmap

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 they have to deal with: building stronger relationships with key stakeholders, breaking down silos, driving reputation management as a cross area affecting the whole company, etc. Every assisting company agreed that intangible assets management helps companies to be excellent. Actively listen to stakeholders brings continuous improvements; nowadays it is all about competing for a good reputation, for the recognition by stakeholders. As Josep Santacreu, CEO at DKV, pointed out “this new time needs a new way to do business”. DKV and Banco Popular just joined the Foundation. Corporate Excellence - Centre for Reputation Leadership is an open project to any company willing to compete for a good reputation and share best practices. Banco Popular and DKV, as well as all the companies that form part of Corporate Excellence are aware that corporate reputation is the key for the future of organizations, cities or countries. Having a good reputation is a guarantee for value protection and value growth: it protects companies against crisis and generates sustainable growth. Since the launch of Corporate Excellence in 2011, a complex model where competitor companies share knoledge and expertise has been implemented. Alliances with universities and other organizations have been built; all this to get a better understanding about intangible assets management. The chosen and implemented model by Corporate Excellence is based on public-private collaboration; In these two years, a strong network of partnerships with universities, business schools and other international and national organizations have been created.


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Expert Groups Are Formed by Corporate Excellence

Published by Unai Admin

18/07/2025

Expert Groups Are Formed by Corporate Excellence

Expert Groups Are Formed by Corporate Excellence

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: Reputation: Reputational Risk, Reputation Online, Country Reputation, Role and Functions of the Chief Reputation Officer. Brand: Product Brand/Corporate Brand, Brand Engagement, Brand and Innovation, Financial Evaluation of the Brand Communication: Future of the Communication Media, Innovation and Communication, New Formats, New Content, Social Networks, Internal Communication Public Affairs: Identification and Management of Relevant Issues, Management of Stakeholders, CSR as a Driver of the Reputation Metrics: RepTrak, Managerial Team for Intangibles, Long-Term Indicators, Methodology for Measuring Intangibles.


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Top experts on reputation and brand management welcome Corporate Excellence

Published by Unai Admin

18/07/2025

Top experts on reputation and brand management welcome Corporate Excellence

Top experts on reputation and brand management welcome Corporate Excellence

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 professors Maajken Schultz (Copenhagen Business School, Denmark) and Mary Jo Hatch (University of Virginia, USA); Cees Van Riel (Erasmus University Rotterdam, the Netherlands); Rupert Younger, Director of one of the most significant centres for research in the area of intangibles management, the Centre for Corporate Reputation at the University of Oxford (UK). Other participants included Juan Benavides, lecturer at UCM (Spain); Reyes Calderón, Dean of the Faculty of Economics, University of Navarra (Spain), Seamus Guillen, Director for Reputational Risk Management, RI (UK), Dominik Hell, Wirs Business School (South Africa); Kasper Nielsen, Partner of RI North America (USA); Marcel Planellas, Secretary General of ESADE (Spain); Justo Villafañe, Partner of Villafañe&Asociados consultancy (Spain); and Ana Luisa Almeida, Managing Director, RI (Brazil).


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La gestión de la ética en las empresas en el nuevo contexto social

Published by Unai Admin

18/07/2025




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LATAM - Approaching the Future 2021: Tendencias en reputación y gestión de intangibles

Published by Unai Admin

18/07/2025









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