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METRICS La medición en la economía de los intangibles: métricas específicas y visión holística

En la década de los años setenta, el 80% del valor de una organización residía en sus activos tangibles (fábricas, productos, etc.). En la act...

PUBLIC AFFAIRS Building Conscious Capitalism by Inspiring People and Stakeholders

Profits for a company are like red blood cells for people, but are profits the only thing that matters? Life needs other motivation reasons th...

METRICS Marcas fuertes, marcas rentables: cómo las más asociadas a ideales obtienen los mejores resultados

Conocer el valor de una marca y su contribución al negocio ha supuesto, tradicionalmente, el principal reto en medición de intangibles. Pero,...

REPUTATION From Measurement to Management: Managing Reputation to Achieve Competitive Advantage

Reputation is probably the most important asset owned by a company, and not only because it attracts and retains the best resources, but also...

BRAND From Corporate Brand to Company Brand: Authenticity, Transparency and Origin

Several years ago brands expanded their role from the original area of marketing and sales to the corporate scale, leaving behind exclusive as...

PUBLIC AFFAIRS Becoming a Citizen Brand is the Best Way of Building an Excellent Reputation

Si una empresa comprende y comparte las preocupaciones y anhelos de sus stakeholders podrá disponer de marcas competiti...

COMMUNICATION The Path to the Future of Corporate Communication Lies Through Engagement and Long-Term Relations

Trust in governments, institutions and companies is falling at a worrying speed, while trust in peers, such as family members, friends and col...