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Published by Unai Admin

17/07/2025

The clash between economical and social elements caused by the big global economic crisis we are supporting over the last years, forces us to think about alternatives to face the new context ensuring equity and justice. In this regard, ethics are one of those possible initiatives, even if the use and abuse of the term have hollow out its real meaning. In the institutional area, the academic field and private sector, a new framework is demanded for economy to grow and develop itself. This new framework sets aside the short-term vision imposed by financial markets and gives more importance to sustainable growth goals for the long-term, including issues of general interest. Ethics seem to be, once again, the backbone of a new system based on two big pillars: social and environmental ethics. ...

Published by Unai Admin

17/07/2025

The phenomenon of co-creation is becoming more and more widespread in the world of large companies, where it plays an important role in building relations and generating value. Some authors and experts confirm that the most successful companies, characterized by a high level of recognition, strong presence on the market and international footprint, often co-create their products and services with their stakeholders. This means that instead of adapting products to the needs and expectations of stakeholders, companies actually involve stakeholders in the process of product development. The document was prepared by Corporate Excellence – Centre for Reputation Leadership based on the article titled Building Brands Together: Emergence and Outcomes of Co-Creation published in California ...

Published by Unai Admin

17/07/2025

The current age of hyper transparency requires more public presence of corporate managers. In today’s business world, some of the most valued behaviours include taking part in events, being accessible to the media and available in social networks, sharing new insights and trends, playing a visible role in society or featuring on the corporate video channel. A huge majority (81  % ) of executives report that it is important for CEOs to have a visible public profile for a company to be highly regarded. Visible CEOs are more able to increase and improve the reputation of their company. Thus, they have to be present in the internal sphere with employees, in the external field with customers and shareholders, and in the digital realm with the society as a whole. Document written by...

Published by Unai Admin

17/07/2025

Organizational values, often viewed as a set of theoretical principles, should turn into real attitudes and behaviours grounded in everyday life and interaction with different stakeholder groups. Companies’ efforts to improve work conditions for their employees, product use conditions for their consumers and life conditions for their communities are commitments that companies have to make tangible and visible by applying specific programmes that may truly change people’s everyday lives. This document was prepared by Corporate Reputation – Centre for Reputation Leadership and among other sources contains references to the statements by Àngel Pes, Deputy General Director and Director for Corporate Responsibility and Brand at CaixaBank; Pilar Marqués, Repsol&...

Published by Unai Admin

17/07/2025

Este documento es una adaptación realizada por Corporate Excellence – Centre for Reputation Leadership a partir del resumen ejecutivo del informe Corporate Character: How Leading Companies are Defining, Activating & Aligning Values, elaborado por la asociación norteamericana de directivos de comunicación Arthur W. Page Society en 2013.  Este resumen ejecutivo recoge las principales conclusiones de la investigación cualitativa realizada entre 25 de las empresas de Fortune 50 para conocer cómo definen, activan y alinean sus valores corporativos con la estrategia global de la organización. Se trata de los primeros pasos de puesta en práctica del Nuevo Modelo de Comunicación: Construir Creencias Compartidas que se recoge e...

Published by Unai Admin

17/07/2025

Adaptación al español realizada por Corporate Excellence – Centre for Reputation Leadership a partir del informe Authentic Advocacy. How five Companies are Redefining Stakeholder Engagement, elaborado por Arthur W. Page Society en 2014. El informe completo es el resultado de una investigación de dos años dirigida por Arthur W. Page Societybsobre cómo los CCO pueden conseguir la implicación de los stakeholders para lograr sus objetivos empresariales. Se construye a partir del informe Building Belief: A New Model for Activating Corporate Character and Authentic Advocacy, profundizando en la fase de modelo que trata de impulsar «comportamientos de recomendación auténtica» y su pr...

Published by Unai Admin

17/07/2025

Adaptación realizada por Corporate Excellence – Centre for Reputation Leadership a partir del informe Corporate Character: How Leading Companies are Defining, Activating & Aligning Values, elaborado por la asociación norteamericana de directivos de comunicación Arthur W. Page Society en 2013. Este documento recoge las principales conclusiones de la investigación cualitativa realizada entre 25 de las empresas de Fortune 50 para conocer cómo definen, activan y alinean sus valores corporativos con la estrategia global de la organización. Se trata de los primeros pasos para poner en práctica el Nuevo Modelo de Comunicación: Construir Creencias Compartidas que se recoge en Building Belief: A New Model for Activati...

Published by Unai Admin

17/07/2025

Resumen ejecutivo de la adaptación realizada por Corporate Excellence – Centre for Reputation Leadership a partir del informe Authentic Advocacy. How five Companies are Redefining Stakeholder Engagement, elaborado por Arthur W. Page Society en 2014. El informe completo es el resultado de una investigación de dos años dirigida por Arthur W. Page Societybsobre cómo los CCO pueden conseguir la implicación de los stakeholders para lograr sus objetivos empresariales. Se construye a partir del informe Building Belief: A New Model for Activating Corporate Character and Authentic Advocacy, profundizando en la fase de modelo que trata de impulsar «comportamientos de recomendación auténtica&raq...

Published by Unai Admin

17/07/2025

Promoting multidimensional teams has a positive impact on business outcomes. Female presence in company’s executive boards is essential to build successful and long-term oriented business projects. The highly topical subject of gender diversity and leadership was discussed at the meeting Chief Communication Officer and companies, committed to equal opportunities and diversity held by Woman’s Week foundation and the Association of Directors of Communication in Spain (Dircom). This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Joaquín Mouriz, Brand, Communication and Marketing director at Cetelem; José Romero Chief Communication Officer at Vodafone and M...

Published by Unai Admin

17/07/2025

The current context of social, technological and environmental changes presents great opportunities to all managers responsible for communication. Instead of passively watching the change of epochs, these professionals should be the drivers of changes. All this implies challenges for the communication research, studies, and practice. Besides, it highlights the need to unify developments in the professional and academic communities in order to establish reliable bridges between different social actors. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements of Elena Gutiérrez García, Deputy Director of the Master Programme on Political and Corporate Communication (MCPC), Navarra ...

Published by Unai Admin

17/07/2025

Communication has become the driver of organizational changes: it opens access to new markets and areas. In the current context, value is added by using the criteria of ethics and responsibility in corporate communication – it is an indispensable tool for a company willing to expand into international markets and strengthen its position there. Another fundamental factor is coherence of corporate actions: they should be aligned and based on the company’s vision, mission and values.  Expanding implies multiplying the process of organizational management: building relations with numerous stakeholders, working with a larger number of employees in different work areas, numerous facilities, etc. This process translates into opportunities, recognition and benefits, but at the sa...

Published by Unai Admin

17/07/2025

As a result of current instability in the business world, organizations should be able to anticipate changes and have coherent responses at hand, in line with their strategy and goals. Even if the corporate strategy is well thought-over and perfectly executed, the speed of changes in the markets may undermine business, which means that the universe of risks is expanding. In this scenario, it is essential to align the strategy with business risks. Effective risk management may help to protect the value of assets in any company. Besides, it helps to create value, build good relations, increase profit and improve competitive positioning. Application of best practices mitigates uncertainty and volatility. All this means that risk management improves overall management and expands the scope of...

Published by Unai Admin

17/07/2025

Are innovative brands more valuable? Can incremental innovation increase value or is it necessary to introduce immediate and radical changes? Does innovation refer only to products and services or does it affect all corporate processes? This document analyzes the relationship between innovation and brand´s success and it has been prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements by Tim Oliver Brexendorf, co-editor of The Journal of Brand Management, Director of Henkel Center for Consumer Goods and lecturer at WHU-Otto Beisheim School of Management in Düsseldorf and Vallendar (Germany), made during the Brand and Innovation Interdependence workshop held by ESADE-CREAPOLIS in 2014.

Published by Unai Admin

17/07/2025

Are top managers aware of the importance of corporate branding? Who is responsible for managing the Master Brand in organizations? To what extent does the corporate brand facilitate international expansion? Branding as a professional area has gained importance in the last few years in Spain, but there is still a long way to go: many participants of the business community still confuse brand with its visual representation (84 %), most of the companies still don’t have a team dedicated to brand management (54.3 %), corporate culture is not sufficiently promoted/shared internally (39 %), key vendors are predominantly designers (71 %) and engagement of the top management is insufficient (29 %). This document was developed by Corporate Excellence – Centre for Reputation Leadership...

Published by Unai Admin

17/07/2025

The best way to guarantee the reassessment of the European unification process, its renewal and updating is giving greater visibility and prominence to the achievements of Europe, as well as promoting procedures of citizen participation and interaction with institutions and community organizations.Education and training of Europeans are the key parts of the project “Upgrading Europe 2012- 2015”, which, along with a substantial improvement in communication and collaboration between the institutional levels of state members, make up the main nexus when increasing the role of citizens in the process of building the European Union.This document was prepared by Corporate Excellence – Centre for Repuation Leadership and contains references, among other sources, to the statements made by Jaume Du...

Published by Unai Admin

17/07/2025

The communication function should strengthen its role in organizations by undertaking more responsibilities, which should include not only distribution of messages among different stakeholders or maintaining relations with them, but also the task of shaping and defining the nature and identity of the entire organization. Is there a viable alternative to what came to be known as traditional communication? Can stakeholders’ perceptions of brands be modified via communication? It is true that the digital world and the Internet constitute a new challenge that changes absolutely everything? What motivates different stakeholders to make recommendations to their friends? What should be the basis for innovations in communication in order to face and integrate all changes that are taking pla...

Published by Unai Admin

17/07/2025

Do good deeds have a positive economic result? A heated debate over excellence, reputation, CSR and their impact on performance is still raging in the academic and professional communities: it is possible to find a balance of body and soul, tangibles and intangibles, business story and the bottom line? Professionals responsible for intangible assets and those in charge of finance are a good reflection of this dual reality that frequently makes Board members and Management Committees take difficult decisions: should we prioritize strong economic results or strengthen our position on the market? But does a good decision of this kind always imply a choice between the two parts of this equation?  This document was prepared by Corporate Excellence – Centre for Reputation Leadership...

Published by Unai Admin

17/07/2025

Documento elaborado por Corporate Excellence – Centre for Reputation Leadership con la colaboración de MAS Consulting y la Asociación de ComunicaciónPolítica (ACOP) a partir de la jornada «Resultados de las elecciones municipales y autonómicas: Análisis del nuevo mapa político», celebrada el 26 de mayo en Madrid. Daniel Ureña, Socio & Director General de MAS Consulting, y David Redoli, Presidente de las Asociación de Comunicación Política (ACOP), participaron en el encuentro como ponentes y ofrecieron un análisis pormenorizadode los resultados de las elecciones municipales y autonómicas del 24 de mayo y su posible impacto en el escenario político nacional. Corporate Exce...

Published by Unai Admin

17/07/2025

This technical note wasdeveloped by Corporate Excellence – Centre for Reputation Leadership based on the workshop titled How to Implement a Strategy of Transparency: Ethics as a Way to Creative Transparency and held in Madrid jointly with Navarra University in October 2012. Content: 1. Introduction     2. Takeaways 3. Content 3.1 The process of creating transparency 3.2. Reputational damage and the role of fans     3.3 Social networks’ impact on reputation     4. Appendices:     - Programme: How to implement a strategy of transparency. Ethics as a way to creative transparency.     - Presentation: How to implement a strategy of transparency. Ethics as a way to creative transparency.     - Full wor...

Published by Unai Admin

17/07/2025

Communication is undergoing drastic changes, and professionals have to adapt to them. In view of this context, one may refer to the ideas of Charles Darwin, who said that those who adapt to changes will survive, while those who lead these changes will dominate. The communication paradigm is currently shifting from the state where professionals held the monopoly over the discourse and unilaterally chose the content, the audience and the channel. Communication profession and practice has evolved from total control to a dynamic, open and interactive conversation. Today, talking to one’s stakeholders is not an optional task – the entire organization should approach its stakeholders and create better relations through “personification” of brands. This document was deve...

Published by Unai Admin

17/07/2025

The processes of brand creation, development and positioning have changed a lot due to the changes in the environment. At the same time, the public and stakeholders grow increasingly diverse, active and omnipresent. This multifaceted reality gave rise to multiple channels that people use to access information and interact. In this context, the most important challenge is to find the right meeting point between the brand and the stakeholder.  Multichannel and multistakeholder have turned into buzz words because among other benefits they urge companies to know more about their stakeholders and break them down into groups by information channels that they use. This allows companies to adjust their messages to each group and create a unique dialogue with each group. In the search for imp...

Published by Unai Admin

17/07/2025

Most of the efforts aimed at improving corporate reputation today are focused on the impact that reputation has on business, gauging this impact and obtaining the information necessary for defining reputational strategy and placing intangibles in the centre of the overall business strategy, overcoming divisional barriers. However, it may be even more challenging and important to overcome divisional barriers that exist within organizations, establish processes and procedures for reputation management and tap into the research on intangibles management. Executives responsible for managing intangible assets will have to face these challenges in the near future.  This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains ...

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...

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...

Published by Unai Admin

17/07/2025

Brands draw not only on meanings and values, but also on the five senses and associated physical sensations: hearing, touch, sight, smell and taste. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Andrés Aguilar, General Director of FolliFollie Spain; Beatriz Navarro, Marketing Director of Starbucks Iberia; Manuel Román, Marketing Director of YouTube Spain; and Marcos Marrodán, Brand Director at BBVA, made during the Branding Days event organised by the Complutense University of Madrid jointly with Interbrand and Corporate Excellence on March 13 and 14, 2013 in Madrid.

Published by Unai Admin

17/07/2025

Nota técnica elaborada por Corporate Excellence – Centre for Reputation Leadership con la colaboración de G-Advisory, a partir del workshop Transparencia empresarial. Política europea en materia de información no financiera, celebrado en Madrid el 19 de febrero de 2013. El presente documento profundiza en la propuesta legislativa de la Comisión Europea sobre información no financiera, en los informes del Parlamento Europeo sobre transparencia empresarial y responsabilidad corporativa, en las políticas e iniciativas recientes de la Unión Europea sobre Gobierno Corporativo. Además, el documento recoge el caso práctico de Repsol en materia de reporting no financiero.

Published by Unai Admin

17/07/2025

Nota técnica elaborada por Corporate Excellence – Centre for Reputation Leadership con la colaboración de Millward Brown, Group M, Correos, Bankinter, Gas Natural Fenosa, Lambie-Nairn y Esade Brand Institute, a partir de las II Jornadas de Innovación en Marca, celebradas en Madrid el 10 de junio de 2014 y en Barcelona el 11 de junio de 2014. El presente documento profundiza en los siguientes aspectos:

  • Marcas con significado, diferenciadoras y sobresalientes: construcción de marcas premium.
  • La gestión de la marca en el nuevo entorno digital.
  • Brand Guardianship.
  • Estrategias de cocreación: Cómo conseguir que l...

  • 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...

    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...

    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...

    Published by Unai Admin

    17/07/2025

    Documento elaborado por Corporate Excellence – Centre for Reputation Leadership a partir de los contenidos compartidos en el World Public Relations Forum 2014 organizado por Global Alliance y Dircom España. El leitmotiv del encuentro internacional de mayor relevancia en el ámbito de la comunicación y las relaciones públicas, al que se ha calificado como «Los Juegos Olímpicos de la Comunicación», ha sido Comunicar con conciencia para impulsar el cambio transformacional que necesitan las organizaciones del siglo XXI desde una triple vertiente:

  • Conciencia de la identidad de la organización (por qué y para qué estás en el mundo), aquelloque te hace único y diferen...

  • Published by Unai Admin

    17/07/2025

    Documento elaborado por Corporate Excellence – Centre for Reputation Leadership con la colaboración de GNOSS y BBVA en referencia al proyecto piloto de aplicación de tecnología semántica a BBVA. El proyecto ha sido desarrollado gracias a la alianza estratégica de Corporate Excellence con GNOSS, y a la participación voluntaria y abierta del departamento de Comunicación y Marca de BBVA. Los resultados principales del mismo fueron compartidos con las empresas miembroen el workshop «La Web Semántica en la comunicación empresarial: Gestión inteligente de la información a través de datos enlazados (Linked Data)». El presente documento profundiza en la web semántica, en el Link...

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