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Corporate Excellence and the Arthur W. Page Society allied to promote the New Communication Model

Published by Unai Admin

18/07/2025

Corporate Excellence and the Arthur W. Page Society allied to promote the New Communication Model

Madrid, May 14, 2014. Today it was hold at Corporate Excellence headquarters a meeting with the Advisory Board: Roger Bolton. Mr Bolton is a member the President of the Arthur W. Page Society, one of the largest international associations of communications and public relations directors, which brings together major North American companies, all of them included in Fortune 500. In his capacity as a member of the Advisory Council, Roger shared with the event’s participants some interesting ideas about the Association and the way that North American organizations develop. The mission of Arthur W. Page Society is to strengthen the leadership of Chief Communications Officers (CCOs), providing a dynamic learning environment based on the highest professional standards that lead to improved understanding, practice and education experience in the area of corporate communication. Corporate Excellence fully supports the goal of strengthening the position of Chief Communications Officers and promoting integrated management of intangibles in organizations. That’s why Corporate Excellence signed a Cooperation Agreement with Arthur W. Page Society, aiming to encourage promotion of the New Communication Model (Building Belief) in the academic and professional communities. The basis of the New Model is presented in a report published by Arthur W. Page Society in 2012: Building Belief. The report suggests a new communication model for organizations based on defining a unique identity, able to differentiate a company and generate shared beliefs and associations in the company’s stakeholders. Corporate Excellence agrees with the principles set out in the report, and jointly with the Forum for Research in Communication, which unites public and private Universities from Spain and Latin America, established an inter-University platform, which brings together more than 70 scholars who will test the Arthur W. Page Society’s model on the academic and practical levels and promote it in all Spanish-speaking countries. The research team will test the Building Belief Model’s effectiveness on the institutional, corporate, online levels as well as the levels of NPOs, small and medium businesses and Universities. During today’s meeting, Roger Bolton talked about the first steps of putting the New Communication Model into practice – an insight based on a qualitative research which involved 25 companies included in Fortune 50 and aimed to find out how companies define, activate and align their corporate values with the organization’s overall strategy. Roger noted that the research explores the role of corporate values in defining and strengthening the identity of an organization as well as the leaders involved in this process. He also revealed that organizations that took part in the research follow an 8-stages’ process of defining, strengthening, implementing and aligning their corporate values with the company’s overall strategy: • Stage 1. Most of the interviewed organizations report being involved in the process of revising and defining their values. • Stage 2. Organizations do not change their values without a preliminary analysis of their position. The level of defining or redefining varies significantly in different organizations. • Stage 3. Although the process of redefining values varies among companies, CEOs and Board members are usually involved in the process. Besides, on many occasions, an important role is played by employees and key stakeholders. • Stage 4. Corporate values “activate” corporate culture in organizations. And communication is the key element of this process. • Stage 5. Apart from communication, many organizations use other methods to implement their values and differentiate themselves. • Stage 6. The level of alignment achieved by organizations varies significantly. However, all companies agree that alignment of corporate behaviours and activities with the organization’s beliefs is the key to success. • Stage 7. Although companies note that it is difficult to measure the financial impact in this area, most of them have internal and external measurement tools in place, helping to determine the level of alignment with corporate values. • Stage 8. Aligning values is a process that requires a high degree of cooperation and engagement on the part of Board members.


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Iberdrola assumes presidency of Corporate Excellence

Published by Unai Admin

18/07/2025

Iberdrola assumes presidency of Corporate Excellence

Madrid, January 10, 2013. This morning, Iberdrola has been chosen by unanimity by Corporate Excellence - Centre for Reputation Leadership Board of Trustees -BBVA, Iberdrola, La Caixa, Repsol, Santander and Telefónica- to chair the Foundation during the period 2013-2015. In the Board of Trustees, Iberdrola is represented by José Luis González-Besada Valdés, Communications Director at Iberdrola. González-Besada, 53-year-old, native of Ponteceso (La Coruña), holds a degree in Communications from the Complutense University of Madrid. He is specialized in economic and financial journalism, and worked as head of the Economy section, Deputy Director and Assistant Director at the Spanish newspaper ABC for twenty years. New faces María Luisa Navas, Communications Director at Telefónica, has joined the Board of Trustees, replacing Luis Abril. Ignacio Moliner, Communications and Brand Director at BBVA has replaced Gregorio Panadero. The Board of Trustees has expressed "appreciation for the great work done by Luis Abril at the Foundation, helping to develop and implement a better corporate reputation among enterprises.” The Board of Trustees has also expressed appreciation for Gregorio Panadero's work at the Foundation since it was created.


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Driving the Management of Intangible Assets

Published by Unai Admin

18/07/2025

Driving the Management of Intangible Assets

Driving the Management of Intangible Assets

Since Corporate Excellence - Centre for Reputation Leadership was created, we have achieved what we marked. 2012 has been a year in which a large number of projects and new initiatives have been implemented, all of them related to the six activity areas in Corporte Excellence: Reputation, Brand, Communications, Metrics, Public Affairs and Training. Now that the time for accounting has arrived, we are proud of our results. Along 2012, Corporate Excellence has conducted 36 activities for its members; from workshops, best practices meeting and training activities. All our activities have been very well received by professionals of this field. We have reached a participation average of 21 participants per activity, we have 87.8% of satisfaction, and 97% of recommendation by our participants. Throughout this exercise, Corporate Excellence has partnered with 43 organizations from both, public and private sector, and has participated in 17 business and academic conferences. Regarding the production and distribution of information and data about intangible assets management, we have prepared 70 documents, including research, case studies, articles and insights and 72 videos including top-level interviews among the highest qualified professionals of the field. In addition, this year we have reached 2604 subscriptions to our newsletter and we expect to keep growing in the intangible assets community in the years to come. In just over a year, Corporate Excellence has become an important worldwide model helping companies to navigate in the new economic cycle called "reputation economy". With this confidence, we are looking forward to keep working to face new and future challenges and take advantages of the opportunities that will come.


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Top experts on reputation and brand management welcome Corporate Excellence

Published by Unai Admin

18/07/2025

Top experts on reputation and brand management welcome Corporate Excellence

Top experts on reputation and brand management welcome Corporate Excellence

28/06/2011. Top experts in the area of reputation and brand management have endorsed the founding of Corporate Excellence – Centre for Reputation Leadership, a think tank created by Spanish enterprises for promoting management of intangibles in order to achieve business excellence. 15 experts took part in the presentation of Corporate Excellence, held today in Madrid. They also recorded a video message and voiced support for the new think tank. Speakers included the founder of the theory of stakeholders Edward Freeman (University of Virginia, USA); corporate communication strategy expert Paul A. Argenti (Tuck School of Business, USA); Charles Fombrun, founder of the Reputation Institute (USA); authors of the concept of corporate brand as the main differentiating value professors Maajken Schultz (Copenhagen Business School, Denmark) and Mary Jo Hatch (University of Virginia, USA); Cees Van Riel (Erasmus University Rotterdam, the Netherlands); Rupert Younger, Director of one of the most significant centres for research in the area of intangibles management, the Centre for Corporate Reputation at the University of Oxford (UK). Other participants included Juan Benavides, lecturer at UCM (Spain); Reyes Calderón, Dean of the Faculty of Economics, University of Navarra (Spain), Seamus Guillen, Director for Reputational Risk Management, RI (UK), Dominik Hell, Wirs Business School (South Africa); Kasper Nielsen, Partner of RI North America (USA); Marcel Planellas, Secretary General of ESADE (Spain); Justo Villafañe, Partner of Villafañe&Asociados consultancy (Spain); and Ana Luisa Almeida, Managing Director, RI (Brazil).


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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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Purpose-driven Organizations

Published by Unai Admin

18/07/2025



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Purpose Strength Model®

Published by Unai Admin

18/07/2025



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Presentación del libro: LIDERAZGO ESTRATÉGICO Y GESTIÓN DE LA COMUNICACIÓN

Published by Unai Admin

18/07/2025

Presentación del libro: LIDERAZGO ESTRATÉGICO Y GESTIÓN DE LA COMUNICACIÓN

At present, reputational risk is a strategic resource. The most complete organizational cultures with more evolved and honest leaders will apply it more easily, but even in the most dysfunctional and backward cultures you can find ways to optimize the management of reputational risk. Effective management of this risk suggests that in the near future companies will not only be able to mitigate their risks, but will transform these risks into opportunities and added value. The information circulates cosntante and is able to cause a crisis in a matter of seconds, the effective management of reputational risk has become a strategic imperative. What do we understand by risk? What is reputation? What is considered reputational risk? In this manual, different types of reputational risks are analyzed based on practical cases to answer these questions. Analyze who are the actors of reputational risk: those responsible for its management, on the one hand and those who participate in it, on the other. The work also includes a typology of strategies to manage reputational risk based on the maturity of the organization's risk management structure. In addition, it presents a list of tools that summarizes the functions and responsibilities of the key actors in reputational risk management. PROGRAM 10:00 Reception of assistants Networking coffee 10:30 Welcome Elena Gutiérrez García, Professor at the University of Navarra Ángel Alloza, CEO, Corporate Excellence - Center for Reputation Leadership 11:00 Book presentation: Strategic Leadership and communication management Presentations in English Anne Gregory, Professor of Corporate Communication, University of Huddersfield Paul Willis, Professor of Corporate Communication, University of Huddersfield. 12:00 Dialogue: Strategic leadership in the new economy of intangibles Moderator: Ángel Alloza, CEO, Corporate Excellence - Center for Reputation Leadership Participate: Anne Gregory, Professor of Corporate Communication, University of Huddersfield. Paul Willis, Professor of Corporate Communication, University of Huddersfield. Elena Gutiérrez García, Professor at the University of Navarra Antonio López, Honorary President, Association of Communication Managers 12:30 Book signing








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