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Corporate Excellence presenta junto a Global Alliance el informe “Top 15 Trends Worldwide: A Global Perspective”

Published by Unai Admin

18/07/2025

Corporate Excellence presenta junto a Global Alliance el informe “Top 15 Trends Worldwide: A Global Perspective”

90% of organizations consider that responsible leadership is strategic for their future Corporate Excellence presents, together with the Global Alliance, the report "Top 15 Trends Worldwide: A Global Perspective", which identifies the key issues for the present and future of the management of intangibles, as well as the actions that organizations are implementing to respond to these challenges. Reputation management (8.32 out of 10) and new communication models (8.18 out of 10) are among the most relevant issues and the ones that organizations worldwide are working on the most. Madrid, March 18, 2022–. Promoting more responsible leadership, adapting to the COVID-19 context, and reputation and reputational risk management are the three main trends of companies globally in intangible management, according to the report 'Top 15 Trends worldwide : a global perspective', prepared by Corporate Excellence – Centre for Reputation Leadership together with the Global Alliance, based on a survey of professionals and members of the confederation of associations of communication and PR managers, which brings together more than 300,000 professionals throughout the world. For Ángel Alloza, CEO of Corporate Excellence – Center for Reputation Leadership, “reputation management and intangibles such as sustainability or the brand have gained notoriety in companies due to the impact that the pandemic has had on the economy, which in many cases, it has accelerated their integration into the business, in addition to promoting a more human leadership on a global level that takes into account the social and environmental impact of companies, as stated in the report 'Top 15 Trends worldwide: a global perspective'. 90% of professionals consider it "relevant" or "very relevant" to move towards a more responsible leadership, which remains at the same level of priority and increases by 0.3 points compared to the previous edition. For its part, adaptation to the COVID-19 context (8.44 out of 10) continues to be the second most relevant, followed by key aspects for the management of intangibles: management of reputation and reputational risks (8.32) , the new ways of working (8.28), the new communication models (8.18), the corporate purpose (8.05) and the governance of ESG issues in the boards of directors (8.01). This last aspect grows in importance, with a significant increase in the case of Europe where it becomes the second most relevant issue after leadership. The report, which has the collaboration of CANVAS Sustainable Strategies and the participation of the Global Alliance Regional Councils, places special focus on the most relevant trends in reputation, brand, sustainability, transparency and ethics, and is presented as a practical and essential for making informed decisions. Areas in which organizations are working the most In relation to the areas in which organizations are working the most, adaptation to the social and economic context (60%) along with digitization (47%) emerges as the main focus. The new communication models are a priority for 41% of the companies and it is worth noting that there is an increase in companies that focus their efforts on managing reputation and reputational risks, going from 33.7% in the previous edition to 40% this year. In fifth place, professionals are focusing on defining and activating the corporate purpose (33%). It should be noted that some issues marked as priorities by organizations, such as cybersecurity or corporate governance, do not appear, later, among the issues on which most work is being done. Therefore, a gap is identified between the existing concern on the part of professionals to address these aspects that are at a time of profound transformation and development, as is the case in Europe with advances in regulation and new demands on these areas. , and the little attention, at the same time, that is being given to it in the day-to-day activities of companies by prioritizing other issues. It is also observed how digitization and the development of technological solutions play a key role among the priorities of organizations in the future. Thus, 47% of organizations are working in this field and it is the area to which they plan to allocate more resources in the next three years (79%), along with cybersecurity (78%). Priorities by regions In the case of North America, diversity and inclusion stands out as the topic that organizations are working on the most (29%) and cybersecurity as the area to which they expect to dedicate the most resources (80%). In Europe, responsible leadership is "relevant" or "very relevant" for 82% of companies, and it is the only region in which ESG governance on boards leads the ranking of priorities in second position , being key for 79% of organizations. In turn, it can be seen how digitization is a priority and 40% are working in this field, to which they plan to allocate more resources in the future. Also noteworthy is the progress made by organizations in activating the corporate purpose (38%). In the case of Asia, 95% of organizations focus their efforts on adapting to the pandemic context and among the key issues for the future is digitization, an area in which 60% of organizations are working and to which the 95% expect to allocate more resources in the coming years. In Latin America, it also leads the imposition of responsible leadership as the main priority for 92% of organizations, 72% of organizations are working on adapting to the COVID-19 context and 84% will allocate more resources to digitization. Methodology The report has been built on the trends identified in Approaching the Future 2021 and has combined quantitative and qualitative research techniques to identify the most important issues in intangible management in the international arena. The study incorporates a survey of professionals through an online questionnaire in which 510 professionals from 44 countries around the world participated during October and November 2021. About Corporate Excellence – Center for Reputation Leadership Corporate Excellence – Center for Reputation Leadership is an accelerator for innovation, knowledge and training in reputation, brand, communication, sustainability and other intangibles. It is a collaborative ecosystem in which companies participate, but also a wide network of business schools and consultancies. It was born in 2011, from the integration of the Corporate Reputation Forum and the Institute for the Analysis of Intangibles. It is currently made up of large companies that represent 47% of the IBEX 35 by market capitalization.Enjoy the report here.


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Top 15 Trends Worldwide: A Global Perspective

Published by Unai Admin

17/07/2025

Top 15 Trends Worldwide: A Global Perspective





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Executives of large IBEX 35 companies analyze the present and future in the management of intangibles

Published by Unai Admin

18/07/2025

Executives of large IBEX 35 companies analyze the present and future in the management of intangibles

Executives of large IBEX 35 companies analyze the present and future in the management of intangibles

Corporate Excellence - Center for Reputation Leadership brings together more than 500 executives and professionals at its Annual Conference to celebrate its 10th anniversary and to value these assets as levers of competitiveness and growth. The entity underlines the existence of a need for training to learn how to properly manage intangibles and for those responsible to participate in the strategic decision-making process of the company. Integrating intangibles in the remuneration of managers and replacing short-term pressure with a vision of long-term value generation, among the main challenges to advance in the management of intangibles. Madrid, November 25, 2021. The interest of organizations in the management of reputation and other intangible assets (communication, brand, purpose, talent and sustainability) has increased significantly in recent years. Today, around 50% of the business value of listed companies resides in their intangibles, reaching 85% in sectors such as technology or entertainment, according to the Global Intangible Financial Tracker. The investment made in this type of assets in the last quarter of a century has grown by 29%, but according to Corporate Excellence – Centre for Reputation Leadershipthere is still a real need to learn to properly manage these values, which have a great impact on economic growth and productivity. This business platform, think tank for innovation, knowledge and training in intangible management (heir to the Corporate Reputation Forum and promoted by large companies that represent 47% of the IBEX 35 by market capitalization), held today in the Auditorium of Fundación Telefónica in Madrid its Annual Conference. The event coincides with its tenth anniversary. 23 large companies have gathered, 25 executives have participated in the dialogue tables sharing their progress in intangibles, and more than 500 professionals have followed their interventions, which has analyzed the present and future in managing purpose, brand, reputation, communication, culture, public affairs and sustainability as the cornerstone of responsible business. During the opening ceremony, Eduardo Navarro, President of Corporate Excellence and Director of Corporate Affairs and Sustainability at Telefónica, stressed that “the speed of changes and transformations drives the growth of the value of intangibles, which have entered strongly into the steering committees and the boards of directors ”. However, there are great challenges for the urgent task of advancing in the management of intangibles, such as the integration of these indicators in the remuneration and compensation of managers and employees; the replacement of short-term pressure by a long-term value generation strategy; and the commitment to a more agile and cross-cutting organizational structure and model, without watertight compartments, which enables the full value of intangibles to be activated. Training, the top priority Training in intangibles management has been a recurring theme during the meeting, given the great need for organizations to have professionals who have the appropriate knowledge, tools, capabilities and skills to successfully perform their role and promote business excellence. For this, it is necessary to incorporate the expectations of the interest groups into the relevant decision-making, and this exercise of permanent active listening, which must be transversal in all areas of the company, facilitates the transformation that leads to business excellence. . In this sense, María Luisa Martínez Gistau, Vice President of Corporate Excellence and Director of Communication and Institutional Relations at CaixaBank, explained that “those responsible for these issues in organizations need to know how to read the context and understand the evolution of social expectations and demands to help top management understand what the true social heartbeat is. And abroad, he must clearly convey corporate purpose and values ​​in an environment of growing mistrust and uncertainty. In this sense, his figure has an increasingly strategic role for organizations ”. For his part, Ángel Alloza, CEO of the organization, has assured that “this concept of stakeholder capitalism, promoted by the World Economic Forum, means that the time in which accounts were only rendered to shareholders has been left behind, and that we assist to the consolidation of a new business model that tries to generate balanced value for all its stakeholders, employees, clients, citizens, suppliers, regulators, and shareholders up to the planet itself”. Measurement: making the intangible tangible Measurement has been a fundamental pillar for this business platform, since having solid indicators allows senior management to present quantitative and qualitative arguments that support decisions regarding communication, brand and reputation - essential assets to achieve differentiation and social license for operate in an increasingly complex and competitive global market. For this reason, the motto of the Annual Conference has been 'Making the intangible tangible', in reference to that work carried out during these ten years, in which Corporate Excellence has developed management tools and metrics and indicators that are of great value for the sustainable future of organizations. Corporate Excellence has forged over the years a solid ecosystem of alliances between specialized consultants, universities and business schools, as well as professional associations, in which more than 130 organizations currently participate. Its international presence has experienced significant growth throughout the world and especially in Latin American countries. Today, the foundation's activity reaches 52 countries and more than 300,000 professionals around the world benefit from its knowledge, innovation and training. In this year 2021, large companies such as IKEA, Corporación Multi Inversiones, and Repsol, have joined our shared project, whose incorporation was announced during the Annual Conference. About Corporate Excellence - Center for Reputation Leadership Corporate Excellence – Centre for Reputation Leadership is an accelerator of innovation, knowledge and training in reputation, brand, communication, public affairs, sustainability and other intangibles. It is a collaborative ecosystem in which large companies participate, as well as a wide network of professionals, academic institutions and consulting firms. It was born in 2011, from the integration of the Corporate Reputation Forum and the Institute for the Analysis of Intangibles. It is currently made up of large companies that represent 47% of the IBEX 35 by market capitalization, such as BBVA, Caixabank, Iberdrola, Naturgy, Santander, and Telefónica, as trustees; Abertis, Agbar, Bankinter, Cemex, Cepsa, Damm, DKV Seguros Médicos, El Corte Inglés, Gestamp, Ibercaja, Ikea, Leroy Merlin, MAPFRE, Quirón Salud, Red Eléctrica Española, Repsol, and Banco Sabadell as associated companies; CMI Corporación Multi Inversiones as a supporter company; andLIFT Consulting, On Strategy and RepTrak as supporter consultants. www.corporateexcellence.org Contacto de Prensa – ComBoca Pablo Martín pablo@comboca.es 678 93 74 46 María Rodríguez maria.rodriguez@comboca.es 619 14 97 12


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The Annual Conference 2021 in 5 minutes

Published by Unai Admin

17/07/2025







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Annual Conference 2021: 10 years making the intangible tangible

Published by Unai Admin

18/07/2025

Annual Conference 2021: 10 years making the intangible tangible

Annual Conference 2021: 10 years making the intangible tangible

Content related to the 2021 Annual Conference: 10 years making the intangible tangible. Event celebrating the tenth anniversary of the foundation, despite having almost 20 years of history since the birth of the Corporate Reputation Forum (2002) and the Institute of Intangibles Analysis (2004); organization from whose merger arose what we know today as Corporate Excellence - Center For Reputation Leadership.The conference waqs introduce by our CEO (Ángel Alloza Lozana), president (Eduardo Navarro, also Director of Corporate Affairs and Sustainability at TELEFÓNICA) and the vice president (María Luisa Martínez Gistau, Director of Communication and Institutional Relations of CAIXABANK) of Corporate Excellence. Four dialogue tables were also held with professionals, experts and managers of intangibles in our companies: Corporate Purpose: Iberdrola, Ibercaja, DKV Seguros and Naturgy participate Corporate Brand: Telefónica, Banco Santander, Damm and CaixaBank participate ESG and Responsible Business: BBVA, Red Eléctrica Group, Leroy Merlín, CMI Multi Inversiones and CEMEX participate Communication and Reputation: Gestamp, Ikea, Agbar, Abertis and Cepsa participate

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25/11/2021

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2021 Annual Conference summary illustration

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25/07/2025





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Annual Conference 2021: reflection and discussion with directors of intangibles

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17/07/2025







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A new roadmap for the future Global PR & Communication Model 2021 goes mainstream across the world.

Published by Unai Admin

18/07/2025

A new roadmap for the future Global PR & Communication Model 2021 goes mainstream across the world.

A new roadmap for the future Global PR & Communication Model 2021 goes mainstream across the world.

After over two years of intense research led by Dr. Ángel Alloza and Dr. Clara Fontán at Corporate Excellence, Centre for Reputation Leadership (Spain), the model was created with the collaborative and participatory contributions of a network of 1,400 professionals in 47 countries, this consensus-based approach makes it possible for the model to have worldwide and cross-cultural validity. Since it was released, it has received widespread global critical acclaim.The model defines the roadmap and building blocks of the PR and Communications functions that contribute to the creation of differentiation, reputation, trust and social legitimacy for organisations. The model consolidates the Stockholm Accords and the Melbourne Mandate, and also integrates the Global Alliance Capability FrameworkTo date, the model has been shared and presented to over 35,000 public relations and communication practitioners, academics, CEO’s and students across the world including Argentina, Australia, Belgium, Brazil, Canada, Chile, China, Colombia, Ecuador, Guatemala, France, Germany, India, Indonesia, Ireland, Italy, Kenya, Malaysia, New Zealand, Mexico, Nigeria, Philippines, Peru, Poland, Portugal, Rumania, Singapore, South Africa, Spain, Thailand, the UK, and the USA.All the contents of the model are Open access: More than 1.000 downloads of the Full Report More than 2,200 views of the full video. 300 views of the videos on “Ethics the cornerstone of the model” and “Putting the model into practice” 4 000 visits to the site https://www.prcommsmodel.com/The Model is being translated into 11 different languages with the collaborative support of GA´s network and will be available: Bahasa Indonesian, Italian, Japanese, Korean, Chinese/Mandarin, Polish, Romanian, Spanish, Tagalog, Thai, and Turkish.If your organisation would like to host a free private members only presentation by Dr. Ángel Alloza and Dr. Clara Fontán, please contact them: info@corporateexcellence.org or CAO Mateus Furlanetto cao@globalalliancepr.org.More information about the GPRCM: https://www.prcommsmodel.com


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Top 15. Approaching the Future 2021: Trends in reputation and management of intangibles

Published by Unai Admin

17/07/2025

Top 15. Approaching the Future 2021: Trends in reputation and management of intangibles





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Executive Summary: Approaching the Future 2021

Published by Unai Admin

17/07/2025

Executive Summary: Approaching the Future 2021





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Approaching the Future 2021: Trends in reputation and management of intangibles

Published by Unai Admin

17/07/2025

Approaching the Future 2021: Trends in reputation and management of intangibles





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The promoters of the new communication model offer exclusive express sessions to members of the Global Alliance associations

Published by Unai Admin

18/07/2025

The promoters of the new communication model offer exclusive express sessions to members of the Global Alliance associations

The promoters of the new communication model offer exclusive express sessions to members of the Global Alliance associations

Are you a member of The Global Alliance for Public Relations and Communication Management association? The creators of the new global communication model offer an Express Live Session about the 2021 Global PR and Communication Model. Global Alliance, in collaboration with Corporate Excellence - Center for Reputation Leadership, developed a model that defines the roadmap and the building blocks of the PR and Communication functions, to promote its contribution to the creation of differentiation, reputation, trust, and social legitimacy of organizations. This model has been built with the collaborative and participatory effort of a network of 1,400 professionals from 46 countries in 5 different regions, through research based on global consensus on the present and future of the role and value of public relations and communication management. After the process of research, analysis, definition, and presentation with international participation, the developers of the model are trying to give back to its of the members of the Global Alliance by offering them exclusive express sessions on the bases and benefits of the model. With this, they aspire that organizations and professionals worldwide are capable of improving the business decision-making process, promoting a real and authentic connection with their stakeholders, and promoting differential leadership in the future post-COVID-world. Global Alliance has offered, with great success, Express Live Sessions for all the regional councils of the international association: Africa, Europe, North America, Latin America, Asia Pacific and India & Middle East. We want to invite you to organize this Express Live Session webinar for your professional community, as one of the benefits for being a GA member. Topic: Express Live Session about the 2021 Global PR & Communication Model + Q&A session. Duration: 30 minutes Date: To be confirmed with each GA local member Platform: Zoom: It will be hosted by Corporate Excellence – Centre for Reputation Leadership Agenda: Welcome & Introduction Video about the Global PR & Comms Model (12 minutes) Q&A session Speakers:​ ​​Dr. Ángel Alloza Academic & Research Director, Global Alliance & Director of "The Global PR & Communication Model 2021" CEO, Corporate Excellence – Centre for Reputation Leadership Dr. Clara Fontán Director of Intelligence & Knowledge of Corporate Excellence – Centre for Reputation Leadership Member of the research team "The Global PR & Communication Model 2021" This offer is free as one of the benefits of being a member of Global Alliance. If your association is a member, now is your opportunity to take advantage and learn from the new communication and public affairs model. More information at prcommsmodel.com or by contacting us at info@corporateexcellence.org


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DAVOS 2021: Un año crucial para reconstruir la confianza

Published by Unai Admin

18/07/2025

DAVOS 2021: Un año crucial para reconstruir la confianza

imagenes/Documentos/imgsem/d4/d42b/d42be0b1-b5b2-cf60-77f2-aa8dfacc5e93/80225d05-a046-86dc-4935-4c0cee051ef6.jpeg



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Global Alliance launches, The 2021 Global PR & Communication Model

Published by Unai Admin

18/07/2025

Global Alliance launches, The 2021 Global PR & Communication Model

Global Alliance launches, The 2021 Global PR & Communication Model

A new roadmap for enhancing the role of PR and Corporate Communication Structure the PR & Comm job around five strategic building blocks A practical guide for achieving the most relevant outcomes for operating in every market in the 21st century: differentiation, reputation, trust with stakeholders. With the collaborative and participatory efforts of a network of 1,400 professionals on 5 different regions Global Alliance for Public Relations and Communication Management and Corporate Excellence – Centre for Reputation Leadership has unveiled today The Global PR and Communication Model, a new way to guide the job or PR and Communication professionals all over the world.The Model is structured around five strategic Building Blocks that generate and protect value in today’s world: corporate purpose, brand and corporate culture, reputation and reputational risks, communications and connected intelligence and intangible asset metrics. These Building Blocks enable organizations to achieve the differentiation, engagement, advocacy, trust and social legitimacy that they now require in order to maintain their license to operate.“With the collaborative and participatory efforts of a network of 1,400 professionals on five different regions, this has been a global consensus-based research on the present and future of the role and value of public relations and communications management. The core of our professions strength is our ability to build relationships, that connect us everywhere around the world” said Justin Green, President of Global Alliance. “The world is in a period of complete transformation because of the new intangible economy, and we needed a new direction by taking reputation and intangible assets as its focus” stated Ángel Alloza, CEO Corporate Excellence and Academic Research Director of Global Alliance. According to Alloza, who led the project, the research and the report, together with Clara Fontán and the great team at Corporate Excellence, “the Model emerges as a practical roadmap to help organisations and professionals achieve their most important and relevant outcomes for operating in every market in the 21st century: to achieve lasting differentiation, build a solid reputation, and consolidate trust with stakeholders, which means at the end of the day broadening your licence to operate”.“Developing this model, which is an evolution of the Melbourne Mandate, the Global Alliance is serving its mission: to create global standards to elevate our profession”, stated José Manuel Velasco, Immediate Past Chair and leader of the steering committee of the project. “The Model looks at the future of our function providing strong reasons to deserve a position in the executive committee of any kind of organizations”, added.The Model also consolidates the Stockholm Accords (2010) and the Melbourne Mandate (2012) and integrates the Global Capability Framework developed in partnership with Huddersfield University in 2018.The Model aims to enable organisations and professionals worldwide to improve their leadership and business decision-making process while promoting a real and authentic connection with their stakeholders for the post-COVID-19 world.The project today unveiled has the support of LLYC, the leading PR company in Spain and Latin America. LLYC “strive to improve the world around us, firmly believing honest, intelligent, innovative and efficient communications foster confidence and understanding among people, companies and institutions—in other words, the foundations of economic and social progress. In this way, we contribute to solving many of the challenges of our times”. The full report and executive summary of the Global PR and Communication Model can be found here: https://www.prcommsmodel.com/Developed by Global Alliance in partnership with Corporate Excellence – Centre for Reputation Leadership, as knowledge partner, a leading research, knowledge and training non-profit organisation specialised in the management and measurement of intangible assets, and with the sponsor contribution of LLYC, a global communications and public affairs consulting firm, this model defines the roadmap and building blocks of the functions of PR and Communications that contributes 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

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 information available at www.prcommsmodel.com



15/12/2020

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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, 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 Corporate Excellence - Centre for Reputation Leadership to help organizations create, implement, and activating their corporate purpose.The results of the presented studies, together with the continuous analysis of business practices and, most notably, the effects of the COVID-19 crisis, has demonstrated the fundamental role corporate purpose has. It is a lever for transforming and activating positive and value-creating behaviours aligned around a shared system of beliefs and values. Nevertheless, this purpose has not been defined or implemented in line with a rigorous framework in many cases. Consequently, it has become a mere publicity stunt or irrelevant message or, in the worst of cases, a counterproductive exercise. In the words of Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership, "a poorly conceived purpose lacks coherence and authenticity, and results in a lack of legitimacy and trust.""The consideration of one's benefit in parallel with that of society is not at odds with good economic and financial results, but rather the opposite," assures Aitor Jauregui, managing director of Blackrock in Spain, Portugal, and Andorra. The annual letters on corporate governance from Larry Fink, CEO of BlackRock, warned the need for companies to have values and principles that focus on the generation of value beyond profit and loss accounts. It is a significant example of how social change we witness is also reflected in investors' decisions, demanding more inclusive, integrated, and ethically responsible behavior. Jauregui reminds us that Fink's letter from 2019 was solely focused on the need for companies to understand their purpose. "As stated by Larry Fink in his 2019 letter, the purpose is so much more than a mere slogan or marketing campaign. It is the fundamental reason why a company exists: what they do each day to generate value for their stakeholders," the director of Blackrock Iberia concludes.The Corporate Purpose Roadmap® demonstrates how companies can define a purpose that connects employees, clients, and society. To activate supportive behaviors and attitudes, the corporate purpose must be created from the "inside out," through a process of strategic reflection and mechanisms that involve employees. It is strengthened by the "outside-in" through the integration of the expectations of the various stakeholders. In this sense, the CEO of DKV Seguros, Josep Santacreu, highlights that "launching a project for defining or redefining corporate purpose is a strategic activity that requires clear conviction from upper management and it should never be perceived as a fad that we are obligated to take on". In the words of Santacreu, "the definition, implementation and activation of purpose must stem from a reflected and consensual decision, and we must be willing to assume all implications and consequences with a long-term vision".The need for a demonstrated and proven methodology for effectively defining a corporate purpose and, above all, activating it in line with the needs of a company is why we have now launched The Corporate Purpose Roadmap®: a model that enables the identification of a company's true leitmotif - their raison d'être - (why and for what purpose the company exists), how they can develop this purpose (guiding values), what products or services they offer (mission statement), and what scope and the specific contribution they will offer their principal stakeholders (the vision they want to build with them).According to Almudena Clemente, Head of Strategy at the brand consulting firm Superunion, "defining a corporate purpose is relatively easy. What is harder is making it a reality and implementing it in a company's day-to-day activities to serve as a filter and a valuable and authentic guide for the company. Because having a purpose isn't about being perfect. It's about striving each day to be better".Task forces have developed the project at Superunion and Corporate Excellence, led by Almudena Clemente, Head of Strategy at Superunion, and Clara Fontán, Director of Intelligence & Knowledge at Corporate Excellence – Centre for Reputation Leadership. It has counted on the supervision and technical direction of Ángel Alloza, CEO at Corporate Excellence – Centre for Reputation Leadership and Pilar Domingo, Managing Director at Superunion Madrid.


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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

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 emergency to the current COVID-19 health crisis, it is clear that both the present and future are uncertain. Here you will find all the materials of the report: The trends in the spanish version of the podcas The trends in the english version of the podcast

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19/05/2020

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Approaching the Future 2020: Trends in Reputation and Intangible Asset Management

Published by Unai Admin

28/07/2025

Approaching the Future 2020: Trends in Reputation and Intangible Asset Management





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Top 15. Approaching the Future 2020

Published by Unai Admin

17/07/2025

Top 15. Approaching the Future 2020





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Approaching the Future 2020 Executive Summary

Published by Unai Admin

17/07/2025

Approaching the Future 2020 Executive Summary





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