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The Alignment Factor: How to Link Up All Stakeholders in Order to Achieve Business Excellence

Published by Unai Admin

17/07/2025





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Consumer & Company Brands - Terry Tyrrell

Published by Unai Admin

18/07/2025

Consumer & Company Brands - Terry Tyrrell

Consumer & Company Brands - Terry Tyrrell

When we talk about brands, we traditionally classify them into two broad territories – consumer brands and corporate brands. By Consumer Brands we mean the products and services that drive consumer preference, loyalty and value. By contrast, Corporate Brands are the often invisible corporations whose primary aim is to drive shareholder value and whose stakeholders are first and foremost, investors, bankers, suppliers, regulators and increasingly nowadays, NGOs. But there is a third rapidly growing brand territory emerging that I call the Company Brand. These are organisations that are beginning to fill the space between consumer brands and corporate brands. These are those enlightened companies who have recognised that increasingly informed and opinionated consumers are demanding to know more about the company behind the brand. Ethics, authenticity and transparency are now the new buzz words of branding. Terry reveals the keys to success in building bridges between your company, what it stands for and how it relates to the products and services it owns. This will include the importance of brand positioning, the role that brand architecture can play and most importantly how a focus on building the Company Brand can accelerate growth from local to global.



09/10/2013

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The Alignment Factor

Published by Unai Admin

18/07/2025

The Alignment Factor

The Alignment Factor

In order to win, one has to align. Such is the conclusion made by Cees B. M. van Riel, Professor of Corporate Communication of the Rotterdam School of Management and Vice Chairman of the Reputation Institute, in his book titled The Alignment Factor (“Alinear Para Ganar” in its Spanish translation). The book highlights the need for support on the part of stakeholders in order to enter different markets, obtain operating licenses and minimise potential obstacles. Here you can see the companies of Corpoate Excellence - Centre for Reputation Leadership that appear in the book.

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16/10/2012

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The Alignment Factor: How to Link Up All Stakeholders in Order to Achieve Business Excellence (Cees van Riel)

Published by Unai Admin

17/07/2025







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Tales as communication tools

Published by Unai Admin

18/07/2025

Tales as communication tools

Tales as communication tools

Tales have become a key tool in communication. In the new information ecosystem, where success depends on managing our influence over our stakeholders, associating tales with our brand and letting others tell our story has become key for undertaking effective and believable campaigns. Led by one of the greatest international experts in the field of storytelling, Antonio Núñez, Director of Y&R Brand Planning, Strategy and Management, the participants in the “Brand & Corporate Storytelling” workshop debated about how tales can be the way of communicating a brand and how different stakeholders can become our brand’s most important ambassadors, placing particular emphasis on the potential of employees in this context. A tale is a sequence of events that contains conflicts, emotions and provides sensations and plausibility. But a tale largely brings sense into our lives. According to Núñez, tales have many advantages because they provoke neuronal attention, virality; they are mnemotechnical and they involve participation; at the same time they generate community, cohesion, culture and a sense of fun. Storytelling techniques shake up traditional ways of communication in organisations, awarding stakeholders a star role as narrators of the organisation’s history. Success resides in finding tales that truly represent what the company is about and forge bonds with its key stakeholders.


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Social Networks are a Good Source of Information about Brands, Say 54% of Consumers

Published by Unai Admin

18/07/2025

Social Networks are a Good Source of Information about Brands, Say 54% of Consumers

Madrid, 20.03.2012. Social networks are changing the way in which consumers relate themselves to the brands. Out of 1,600 mn people currently present in social networks, 33% have a brand as a friend, 47% write about brands, 78% read the comments made by other users about brands and 80% use the Internet in order to find information about products and services before buying a product. These are some of the main findings of the study titled Digital Life, prepared by the consulting firm TNS and spanning 60 countries. The study was presented yesterday in Madrid to a panel of 20 leading Spanish experts in the field of brand management via social networks. According to the study, despite the fact that 54% of consumers believe that social networks are a good source of information about brands, 53% of the respondents say that the presence of brands in social networks is intrusive. This obvious contradiction is a great challenge for the brands, says Jordi Ferrer, Global Head Digital TNS. It is important to understand the impact of social networks on the purchasing decision, identify influential consumers in this channel as well as measure and optimise the performance of the brand in the most important contact channels. Digital Life shows that consumers use Internet at least 18 hours per week, and this amount is growing. Another relevant fact is that consumers became the main producers of content in the online world. According to Pedro Ros, TNS’s Chairman, “Digital Life is the most comprehensive analysis of behaviour and attitudes of digital consumers that has ever been conducted on the global scale”. The study breaks down the use of Internet into six categories or lifestyles: trend-setter, communicator, knowledge searcher, networks user, aspirer and functional user.


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Leading academics and experts discuss innovations in brand management

Published by Unai Admin

18/07/2025

Leading academics and experts discuss innovations in brand management

Innovation is key to maintaining one’s competitive edge and organic growth in the long run as well as to overcoming the crisis. Oriol Iglesias Bedós, Academic Director of the ESADE Brand Institute and F. Xavier Lesauvage, Deputy Director for Innovation and Entrepreneurship at Esadecreapolis, presented the kinds of existing innovations and their impact on brand management within the framework of the workshop titled Making Brand Innovations Profitable. Cosmetic, renovating and conceptual innovations are the three main kinds practised by companies. Iglesias and Lesauvage explained that this classification is useful for managing the portfolio of undertaken innovations because it helps to focus the strategy of company positioning in terms of innovations. Lesauvage explained that the kind of innovation is preconditioned by the corporate culture, strategies, best practices and tools. Besides, both speakers agreed that organisational culture determines the type of leadership, processes and relations with the community. According to Iglesias, the main factors that maximise the potential of innovations in a company include involvement of the top management, adequate compensation strategies, effective communication, training and evaluating the achievements throughout the innovation cycle. Rapportive


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Scholars and Professionals analyse the importance of Corporate Brands

Published by Unai Admin

18/07/2025

Scholars and Professionals analyse the importance of Corporate Brands

Scholars and Professionals analyse the importance of Corporate Brands

An Executive Workshop titled From Product/Service Brand to Corporate Brand was held at the ESADE Business School and brought together experts to discuss and investigate the importance of brand management based on the corporate platform. Led by Josep M. Oroval, Professor at the Marketing Department and Director of the ESADE Brand Institute, and Ángel Alloza, CEO Corporate Excellence, participants of the workshop brought up the fact that instead of being focused on products, today’s competition is focused on strong brands, capable of attracting talent, capital, operating licenses, etc. At present, differentiation is key for success and in order to achieve it, it is important to promote the corporate brand, which serves as a glue that holds together the portfolio of product brands. In his turn, Juan Antonio Seijo, Professor at the Marketing Department and Technical Director of the ESADE Brand Institute, presented the first findings of the regular study titled Valuable Brands of the Consumer Sector. The study is held by the ESADE Brand Institute and aims to identify valuable brands by categories over a period of time, and to determine key success factors. This project was initially focused on the brands of the consumers sector, but will be extended to the brands of the service sector.


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Executive Programme for Management and Analysis of Intangibles in the field of brand and corporate reputation

Published by Unai Admin

18/07/2025

Executive Programme for Management and Analysis of Intangibles in the field of brand and corporate reputation

Executive Programme for Management and Analysis of Intangibles in the field of brand and corporate reputation

Executive Programme for Management and Analysis of Intangibles in the field of brand and corporate reputation begins on November 18. It is run for the fourth consecutive year and is a unique opportunity in Spain for those professionals who would like to develop their skills in the fields of economics, finance, law, human resources, marketing, communication and reputation. This programme presents a unique opportunity in Europe for comprehensive education in the area of management, analysis and evaluation of intangibles. A team of top-notch lecturers from both academic and professional communities enable the programme to achieve its mission of becoming an important meeting point where new professionals can develop an integrated vision essential for companies and institutions in order to successfully navigate in the new economic cycle that we are entering – the cycle of reputation economics.


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The Brand Union designs corporate identity of Corporate Excellence

Published by Unai Admin

18/07/2025

The Brand Union designs corporate identity of Corporate Excellence

The Brand Union designs corporate identity of Corporate Excellence

28/06/2011. Corporate Excellence - Centre for Reputation Leadership contracted the Brand Union, a global agency and part of the WPP group, specialising in creating brand image, to develop its corporate identity. The project’s objective was to define strategic positioning, create the name and design the visual identity which would transmit the values of leadership, rigour and solidity that characterise the institution and position it as a reference point for the issues of corporate management. The name Corporate Excellence – Centre for Reputation Leadership reflects the essence lying at the heart of the organisation, and clearly communicates the focus of its activities. In line with this positioning, The Brand Union developed corporate identity and corresponding visual symbols characterising this centre for collecting, sharing and spreading the knowledge. This vision constitutes the strategic axis, which will hold the organisation designed to promote joint efforts in the area of intangibles management and become a meeting point for all parties interested in this area. With the slogan Leading by Reputation, Corporate Excellence aims to become a global reference point for innovation, professionalism, technical and ethical excellence in brand management, communication, reputation, public affairs at the global level at the service of business and the society. The Brand Union is one of the leading global agencies in the area of brand strategy, with more than 35-years’ experience on the market. It has been present on the Spanish market since 2002 and led projects for such major players as Vodafone, BBVA, Aena, Caja Canarias, Adif, Fundación ONCE, Noatum and the Rioja Control Board (Consejo Regulador Denominación de Origen Rioja).


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