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Executive Summary: The Global PR & Communication Model

Published by Unai Admin

17/07/2025

Executive Summary "The Global PR & Communication Model", research carried out jointly by Global Alliance and Corporate Excellence -Centre for Reputation Leadership.  This is a new model that defines the roadmap and the building blocks of the public relations and communication function, to promote its contribution to the creation of differentiation, reputation, trust and social legitimacy. Building blocks: Defining and Activating Corporate Purpose Building Brand & Corporate Culture Managing Reputation & Reputational Risk Enhancing communication Connecting Intelligence & Intangible Asset Metrics

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Full Report: The Global PR & Communication Model

Published by Unai Admin

17/07/2025

Executive Summary "The Global PR & Communication Model", research carried out jointly by Global Alliance and Corporate Excellence -Centre for Reputation Leadership. This is a new model that defines the roadmap and the building blocks of the public relations and communication function, to promote its contribution to the creation of differentiation, reputation, trust and social legitimacy.Building blocks: Defining and Activating Corporate Purpose Building Brand & Corporate Culture Managing Reputation & Reputational Risk Enhancing communication Connecting Intelligence & Intangible Asset Metrics

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The Global PR & Communication Model launch

Published by Unai Admin

17/07/2025

The Global Alliance for Public Relations and Communication Management in partnership with Corporate Excellence - Centre for Reputation Leadership presents The Global PR & Communication Model. A new model that defines the roadmap and building blocks of PR and Communication functions to promote its contribution to the creation of differentiation, reputation, trust and social legitimacy.

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The Global PR & Communication Model 2021

Published by Unai Admin

18/07/2025

The Global PR & Communication Model 2021

This package contains the international launch materials for the new model The Global PR & Communication Model developed by the Global Alliance and Corporate Excellence - Center for Reputation Leadership. It is a new model that defines the roadmap and the building blocks for the function of public relations and communication, to promote their contribution to the creation of differentiation, reputation, trust and social legitimacy.Building blocks: Defining and Activating Corporate Purpose Building Brand & Corporate Culture Managing Reputation & Reputational Risk Enhancing communication Connecting Intelligence & Intangible Asset MetricsCheck the release news here! New article «Ethics as the cornerstone of the Global PR & Communication Model»All informatio...

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The Global PR & Communication Model [LAUNCH SUMMARY]

Published by Unai Admin

17/07/2025

Video summary of the The Global PR & Communication Model launch. A new model created by The Global Alliance for Public Relations and Communication Management in partnership with Corporate Excellence - Centre for Reputation Leadership, that defines the roadmap and building blocks of PR and Communication functions to promote its contribution to the creation of differentiation, reputation, trust and social legitimacy.

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The corporate purpose, a strategic priority for managers and investors around the world

Published by Unai Admin

18/07/2025

The corporate purpose, a strategic priority for managers and investors around the world

The Corporate Purpose Roadmap® is here, a new methodology to help companies in the process of creating, implementing, and activating their corporate purpose Superunion and Corporate Excellence - Center for Reputation Leadership together with DKV Seguros and BlackRock discuss the strategic importance of purpose and stakeholder capitalism Madrid, October 2nd 2020. In a context marked by the COVID-19 crisis, the corporate purpose has become a strategic priority for executives and investors worldwide. Companies must now abandon models focused exclusively on their shareholders to respond to all their stakeholders' needs. This has been stated in the launch of The Corporate Purpose Roadmap®, a new methodology developed by the brand consultancy firm Superunion and by Corpo...

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Approaching The Future 2020. Materials about the report and presentation

Published by Unai Admin

18/07/2025

Approaching The Future 2020. Materials about the report and presentation

This edition is very special as Approaching the Future is celebrating 5 years of dynamic context analysis and continuous monitoring of the pulse and vision of experts. In this edition, 300 professionals have given us their opinion on the most relevant trends that impact the business world. The report, in turn, integrates social perspectives obtained through analysis of qualitative and quantitative studies conducted by the Chair of Intangibles Metrics & Management at the University of Malaga (UMA) and Corporate Excellence - Centre for Reputation Leadership.  The study and analysis of trends in reputation and intangible management we have undertaken over the years has highlighted the emergence of a new normality characterised by constant change and uncertainty. From the climate eme...

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The convergence of brand purpose and data ethics

Published by Unai Admin

17/07/2025

The last decade has seen mounting consumer demand for brands to deliver greater transparency and societal value throughout their businesses. CSR has shifted from a siloed activity to being seamlessly integrated into brand comms, largely driven by stakeholder demand. Consumers want brands to act with purpose and deliver positive social change for a better world. Brands that are doing this effectively are exceeding marketing KPIs, outperforming their competitors and generating triple bottom line growth. So doing-good makes good business sense. Yet, the data-driven marketing industry is under scrutiny driven by various data privacy scandals which are raising uncomfortable questions around how marketers access, use and share consumers’ personal data. This has created an environment wher...

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What does your brand stand for? Why purpose is key to competitive agility

Published by Unai Admin

17/07/2025

In an era of radical visibility, technology and media have given individuals the power to stand up for their opinions and beliefs on a grand scale. This power, reflected in everything from the #MeToo movement to the growing intolerance for “fake news,” is infiltrating every aspect of people’s lives, including their purchasing decisions. Companies are under the spotlight like never before as they struggle for competitive advantage in the context of this reality. Their customers aren’t just making decisions based on the stalwarts of product selection or price. They’re now assessing what a brand says. What it does. What it stands for. Accenture Strategy’s global study of nearly 30,000 consumers found that 62 percent of customers want companies to take a s...

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From Governance to Purpose to the Fundamental Reshaping of Finance

Published by Unai Admin

17/07/2025

Since 2012, Larry Fink, Chairman and CEO of BlackRock – the world’s largest fund manager, overseeing $7 trillion worth of investments – has sent out an annual letter to CEOs of the companies that BlackRock invests in on behalf of its clients. In the analysis presented here, GlobeScan traces the emergence and evolution of central themes in the letters from 2012 to 2020. This helps us better understand the shifting expectations for business and the extent to which purpose, stakeholder engagement, sustainability and particularly climate change are becoming more mainstream aspects of management. Our analysis tracks the changing outlook, from the fiduciary imperative of good governance, to a societal obligation for purposeful leadership to this year’s demand for action...

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Winning in the era of brand experience

Published by Unai Admin

17/07/2025

The importance of brands providing their customers with memorable and engaging experiences is nothing new. It matters today as it has mattered from the time of William Hesketh Lever and PT Barnum onwards. The principles of branding and brand experience haven’t changed, either. They’re based on associative mental networks, the psychological construct that dates back to Aristotle. Brands need distinctive brand assets – and Fluent Devices – in order to stimulate and influence the network in each of our brains. And these can play a significant role in driving effective brand experiences.

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Approaching The Future 2019

Published by Unai Admin

25/07/2025

Approaching The Future 2019

Approaching the Future: Trends in Reputation and Management of Intangibles identifies the most relevant trends that mark the business agenda in global matters, reputation and brand, sustainability, ethics and transparency. In the 2019 edition, the consultation and research carried out with more than 200 executives and professionals from member companies of Corporate Excellence and Dircom partners stands out, to prioritize key trends and identify projects and initiatives promoted by organizations in these areas. In addition, as a novelty this year, the application of artificial intelligence techniques is incorporated to analyze the relationship between managers' evaluations and the projects and initiatives that organizations are currently developing. This analysis, carried out thanks ...

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How to modernize an established brand to drive growth

Published by Unai Admin

17/07/2025

The key to Wendy’s successful transformation? Staying true to the brand while using data to better serve customers. Modernizing a cherished brand without alienating
a loyal customer base or losing market share in a hypercompetitive marketplace is challenging. The hurdles include continuing to drive and maintain growth, choosing the right ideas for big results, knowing the customer, and innovating while staying true to the brand’s roots. Kurt Kane, chief concept and marketing officer at Wendy’s, spoke with McKinsey partner Stacey Haas and discussed how the restaurant chain tackled these challenges.

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Businesses guided by values are more successful and have a greater social impact

Published by Unai Admin

17/07/2025

Businesses guided by values are more successful and have a greater social impact

Can a business and its activities be transformed without before changing its organizational culture? Can a business’ culture be changed without transforming its leaders? Richard Barrett, president and founder of Barrett Vales Center and ex-coordinator of Values at World Bank has dedicated the last ten years of his professional and academic career to researching leadership diagrams in businesses to advocate that they be updated to remain consistent with societal changes. For Barrett, “leaders that are truly guided by internal values are those that are transforming and shaping the future of businesses, people, and society in general”. Document prepared by Corporate Excellence - Centre for Reputation Leadership. It contains references, among other sources, to the book The ...

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The most relevant brands in the United States

Published by Unai Admin

17/07/2025

At Prophet, we believe that the strongest brands are the ones that are relentlessly relevant and are making a difference in consumers’ lives. We surveyed nearly 15,000 customers about 300+ brands across 27 industries to develop our consumer-based Brand Relevance Index.  What’s brand relevance? In an era of expanding customer expectations and constant competitive change, brands must continually find new ways to engage and delight people in order to win. Those that do are what we call relentlessly relevant, always seeking deeper and steadier connections to their customers. Relentlessly relevant brands engage, surprise and connect. They delight, disrupt and deliver. They are restless. They push themselves to earn and re-earn customers’ loyalty — and they define ...

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Anatomy of Growth

Published by Unai Admin

17/07/2025

Growth is human, it’s natural, and it’s as vital to businesses as it is to people. But in today’s global market, growth is increasingly multidimensional and holistic—it’s about getting creative and strategic, and using brands to drive the development of products, services, and experiences with the customer at the core. And that takes understanding the true nature of your brand and its relationship to business growth. Brands are the way people interact with and experience businesses. But brands are complex because they are created by complex organizations, where it requires everyone and everything to work together in order to create—and live up to—people’s expectations. When brand leads the creation of an organization-wide experience, it can ...

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Online Comments Report 2016

Published by Unai Admin

17/07/2025

5th issue of the Online Comments Report, developed by Corporate Excellence and LLORENTE & CUENCA. The Report analyses comments made voluntarily on the Internet as well as their impact on the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenry and Leadership. The Report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hyper-textual network Google. It also identifies relevant content for different audiences and helps map key reputational risk areas for companies. In particular, this issue h...

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Retail Banking 2020. Evolution or Revolution?

Published by Unai Admin

17/07/2025

To produce this paper, the authors integrated insights from PwC teams worldwide. They surveyed 560 client executives from leading financial institutions across 17 markets regarding the challenges and opportunities of this evolving marketplace and their plans to respond. They developed a point of view regarding how mega-trends will impact the future of banking, using PwC’s proprietary Project Blue framework. And they developed six priorities for retail banks today to help ensure their future success. 

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Nicholas Ind (Kristiania University College in Oslo) explains to us the creation of strong brands

Published by Unai Admin

17/07/2025

Nicholas Ind (Kristiania University College in Oslo) explains to us the creation of strong brands

Interview with Nicholas Ind, lecturer, writer and consultant. He is author of twelve books and Professor at Kristiania University College in Oslo. Ind explains that brands are defined by people. It is employees who determine how an organisation is seen and customers who decide when to start and terminate their relationship with the brand. This suggests that the interface between employee and customer (and other key audiences) is fundamental to either building or destroying brand value.

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Reasons and Emotions that Guide Stakeholder’s Decisions and Have an Impact on Corporate Reputation

Published by Unai Admin

17/07/2025

Reasons and Emotions that Guide Stakeholder’s Decisions and Have an Impact on Corporate Reputation

This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the book Brand Psychology written by Jonathan Gabay, British lecturer and expert in Brand, Reputation and Communication and published by Kogan Page in 2015. It explains how both sides of the brain connect when we take decisions and how this fact shapes our beliefs and trust on certain companies and people. Brand Psychology studies the new relation models and analyzes the different techniques to be developed by brands to reach their stakeholders. Thus, the text dives into what happens in the left hemisphere, which controls rational elements, and in the right one, which controls emotional aspects and relates this explanation with brand management,...

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More conscious and coherent brands: building reputation from within

Published by Unai Admin

17/07/2025

Coherence of identity and reputation is essentially a reflection of a conscious decision-making process and profound knowledge of problems, demands and expectations of the company’s stakeholders. Knowing exactly what stakeholder groups need and expect enables companies to be coherent, act coherently, and be recognized for coherence.  Thus, in the words of Telefónica’s Director for Corporate Reputation and Sustainability Alberto Andreu, reputation is a direct result of the company’s management and self-awareness (its identity), although it also depends on the context. Connection between identity and reputation, between what the company is and how it is perceived is not accidental. This document was prepared by Corporate Excellence – Centre for Reputatio...

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Building Brands Together: Creation, Participation, Socialization and Self-realization as the New Needs of Stakeholders

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 ...

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Innovation as Key to Successful Brand Management

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.

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Top Managers’ Engagement as the Key Factor of Corporate Brand’s Success

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...

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Corporate branding as a strategic platform to generate trust and establish co-creation processes: Repsol and Cosentino

Published by Unai Admin

17/07/2025

In a very short period, brands have evolved beyond being product and customer centred to direct their efforts toward the people companies make things for, but also people companies need to make things for. To strengthen the relationship with these people and gain their trust, companies need to promote creative and collaborative behaviours. Nowadays, corporate social responsibility goals are in every company’s agenda around the world and brands gain significance by making a difference in people’s lives. Brand experience is only valid when its meaning is not exclusively addressed to direct audiences: mostly customers but also suppliers, shareholders and employees. Document written by Corporate Excellence – Centre for Reputation Leadership, quoting Cristián Saracco,...

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How to communicate innovation in order to generate value for the brand and build excellent reputation

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...

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External Experience: Building Brand Day by Day with Customers

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...

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Digital Experience: Building Brand from the Real World To Virtual Reality

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.

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Nigel Hollis (Millward Brown) talks about some of the main ideas of his book «Brand Premium»

Published by Unai Admin

17/07/2025

Nigel Hollis (Millward Brown) talks about some of the main ideas of his book «Brand Premium»

Nigel Hollis, Chief Global Analyst at Millward Brown, presents some of the main ideas collected in his recently published book Brand Premium, How Smart Brands Make More Money. In order to be premium, a brand should be meaningful, different and salient. A meaningful brand satisfies customers' needs and is more attractive than other brands. A different brand should set the trends, encouraging a customer to be willing to pay more. And in order to be salient, a brand should be the first that springs to mind. The main idea here is that «brands only preserve their value if they are treated as something valuable».

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«How Smart Brands Make More Money», by Nigel Hollis

Published by Unai Admin

17/07/2025

Nigel Hollis is Executive Vice President and Chief Global Analyst at Kantar Millward Brown. Hollis talks us about his last book, what 'meaning' means for brands and why smart brands make more money.

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A New Communication Model - Roger Bolton

Published by Unai Admin

18/07/2025

A New Communication Model - Roger Bolton

Masterclass on Communication by Roger Bolton (President, Arthur W. Page Society), where he presents a new communication model: Building Belief. Besides, Bolton talks about the key points of the research Corporate Character: How Leading Companies Are Defining, Activating & Aligning Values.

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