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Reputation and Corporate Communication: Key Intangibles in Business Management

18/07/2025

Reputation and Corporate Communication: Key Intangibles in Business Management

The 9th edition of the report created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and Global Alliance for Public Relations and Communication Management collects the 9 major trends in intangible asset management that are currently shaping the business agenda. Corporate reputation and reputational risk occupy the top spot in the relevance ranking, and they have seen the greatest increase in resources and investment since the previous edition (+7.8 points). Corporate communication is the trend being worked on the most by companies and the area where senior management invest more resources, demonstrating it strategic role as an essential aspect of the business model of the future. In a global climate of geopolitical instability, political and social polarisation, and increasing environmental and technological risks, uncertainty has become a widespread sentiment. In response to this scenario, companies are evolving towards more committed and responsible management and leadership models that build trust among their stakeholders, with corporate reputation and reputational risk being key elements. This is one of the main findings in the 9th edition of the report Approaching the Future (ATF) 2024: Trends in Reputation and Intangible Asset Management, produced by Corporate Excellence – Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and the Global Alliance for Public Relations and Communication Management as worldwide partner. The international launch of this study, published under “the World PR and Communications Month” promoted by Global Alliance, analyses the impact of intangibles on the business agenda and strategic decision-making, and serves as a benchmark for understanding today’s organisational priorities, the issues to which companies are dedicating the most resources, and the challenges that they face. Based on a survey of nearly 2,200 professionals (40% of whom are senior executives) and the qualitative analysis of 11 leading experts, the report provides a forward-looking perspective on corporate strategy. Predictably, this year, artificial intelligence and its disruptive impact on business is included among the top nine trends for the first time. Companies face disruptive changes in dynamic and highly competitive environments marked by various crises and risks that create significant reputational challenges. As a result, corporate reputation and reputational risk lead the ATF 2024 trends ranking: 60% of professionals consider it the most relevant intangible, and 70% state that its relevance has increased significantly over the past three years. In fact, reputation is the area that has grown the most in investment and resources compared to the previous edition (+7.8 points), with more than half of consulted companies (54%) now actively managing it. Although 57% admit they are not measuring their reputation, they do use direct surveys and reputational rankings. Additionally, reputation is being reported and consolidated in management committees and boards of directors (68%), becoming integral to strategic business decision-making. "The results of this year reflect that managing intangibles and promoting reputational leadership translates into business growth and corporate excellence. Companies that invest in strengthening their intangible assets will find a solid source of trust and support from all their stakeholders” says Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership. “The report clearly demonstrates that there is a cross-cutting relationship between all trends, highlighting the importance of intangible assets in the business agenda. It is important to see this year the role of reputation as the highest position of the ranking but how communication is again the area where companies are working at their most. For senior management, communication is seen as an essential tool to activate behaviours and amplify the corporate narrative strategy,” emphasises Justin Green, President and CEO at Global Alliance for Public Relations and Communication Management. Responsible leadership, understood as a conscious management model guided by corporate purpose and a strong culture rooted in values and principles, is the second most relevant trend for companies, and the first for senior executives: 53.3% report dedicating resources to its development. The biggest challenge with these new leadership models will be actively listening to stakeholders and aligning their concerns with the company's purpose. Sustainability: Consolidating Triple Impact Business Sustainability ranks third, being the third most worked-on area by surveyed professionals (51.8%), and the main concern for 7 out of 10 large companies (70.3%). The primary focus for organisations making progress in sustainability is integrating it into their business strategy (which is also the biggest challenge), alongside adapting to new regulatory frameworks and identifying potential opportunities for sustainable corporate development. This ATF 2024 edition includes a specific consultation on progress in the areas of triple impact and ESG (environmental, social, and governance). The result shows a balance among the three elements (35.4% of sustainability resources are allocated to social issues, 35% to environmental aspects, and 29.6% to governance), demonstrating that sustainability is increasingly understood and managed as a cross-functional business asset, rather than just an environmental issue as it was perceived traditionally. Purpose and Communication at the Centre of Business Strategy Corporate purpose has risen two positions since the previous edition, now firmly holding fourth spot in the relevance ranking. It is also the area that has grown the most in investment and resources since 2023 according to senior executives (+7.3 points), with over half of consulted organisations (51.7%) currently working on corporate purpose and prioritising its integration into the business as a strategic guide in decision-making processes. Corporate communication is, for the second consecutive year, the most worked-on trend, receiving the most resources regardless of professional roles or company size. It plays a fundamental role in generating branded content and in mobilising efforts to effectively implement and activate the corporate purpose, both internally and externally in terms of stakeholders and society at large. “Conscious leadership guided by corporate purpose and a strong culture rooted in values and principles reflects the evolving and significant role of companies as social and transformative agents in the environments in which they operate and how corporate communication plays a strategic role today can lead social transformation,” asserts Clara Fontán, Director of Intelligence & Operations at Corporate Excellence – Centre for Reputation Leadership and Director of the study. Cybersecurity, Brand, New Work Models and AI Digitalisation is the second most worked-on area for large companies, with 6 out of 10 investing efforts in it. There is a growing concern across all business segments for protecting cybersecurity and data privacy, with 41.3% allocating resources to this area. The brand, understood as the platform for stakeholder engagement, consolidates its relevance in this edition, with 48.5% of organisations prioritising it, and ranking among the top five areas most worked on by Spanish companies, particularly in terms of activating purpose through brand positioning. There is an evolution in work models to adapt to the new social reality, essential for attracting and retaining talent. While implementing hybrid work models continues to be the aspect in which organisations invest the most efforts, 2024 also sees a significant increase in companies focusing on promoting collaboration and cross-functionality to break down silos and improve internal team functioning (38.4%), the biggest challenge that organisations are currently facing in this regard. Finally, generative Artificial Intelligence (AI) enters the list of most relevant trends for companies for the first time: 28.5% of organisations are already making progress in this area, primarily aiming to integrate it into business processes (43%) and train employees in its use (35%). Ensuring the ethical use of AI is one of the biggest challenges, although only 24.9% of companies are currently allocating resources to this end. Methodology and Collaborating Entities In addition to social foresight studies by market research experts Punto de Fuga, the analysis of referenced sources, and nearly 2,200 surveys, the ATF 2024 report incorporates a network of over 30 collaborating entities and interviews with 11 experts: Aitor Jauregui, Director at BlackRock for Latin America; Alberto Andreu, Associate Professor at UNAV and Senior Advisor at EY; Ángel Pascual-Ramsay, Professor and Director of Global Risks at the Centre for Global Economy and Geopolitics at ESADE; Daniel Fernández Trejo, General Director of Deep Learning at LLYC; Gabriela González-Valdés, General Director of the Institute of Internal Auditors of Spain; Lucía Carballeda, Co-General Manager & Head of Reputation at Edelman Spain; Manuel Muñiz, Dean of IE School of Politics, Economics & Global Affairs; Nerea de Luis, PhD in Computer Science and AI advocate; Oriol Iglesias, Full Professor & Member of the Board of Directors at ESADE, co-director of The Global CCO Programme; Perrine Bouhana, Managing Director at GlobeScan; and Ramón Pueyo, Head of Sustainability and Corporate Governance at KPMG Spain.

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Reputation and Corporate Communication: Key Intangibles in Business Management

Published by Unai Admin

18/07/2025

Reputation and Corporate Communication: Key Intangibles in Business Management

The 9th edition of the report created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and Global Alliance for Public Relations and Communication Management collects the 9 major trends in intangible asset management that are currently shaping the business agenda. Corporate reputation and reputational risk occupy the top spot in the relevance ranking, and they have seen the greatest increase in resources and investment since the previous edition (+7.8 points). Corporate communication is the trend being worked on the most by companies and the area where senior management invest more resources, demonstrating it strategic role as an essential aspect of the business model of the futureSeptember 30th. In a global climate of geopolitical instability, political and social polarisation, and increasing environmental and technological risks, uncertainty has become a widespread sentiment. In response to this scenario, companies are evolving towards more committed and responsible management and leadership models that build trust among their stakeholders, with corporate reputation and reputational risk being key elements. This is one of the main findings in the 9th edition of the report Approaching the Future (ATF) 2024: Trends in Reputation and Intangible Asset Management, produced by Corporate Excellence – Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and the Global Alliance for Public Relations and Communication Management as worldwide partner. The international launch of this study, published under “the World PR and Communications Month” promoted by Global Alliance, analyses the impact of intangibles on the business agenda and strategic decision-making, and serves as a benchmark for understanding today’s organisational priorities, the issues to which companies are dedicating the most resources, and the challenges that they face. Based on a survey of nearly 2,200 professionals (40% of whom are senior executives) and the qualitative analysis of 11 leading experts, the report provides a forward-looking perspective on corporate strategy. Predictably, this year, artificial intelligence and its disruptive impact on business is included among the top nine trends for the first time.Companies face disruptive changes in dynamic and highly competitive environments marked by various crises and risks that create significant reputational challenges. As a result, corporate reputation and reputational risk lead the ATF 2024 trends ranking: 60% of professionals consider it the most relevant intangible, and 70% state that its relevance has increased significantly over the past three years. In fact, reputation is the area that has grown the most in investment and resources compared to the previous edition (+7.8 points), with more than half of consulted companies (54%) now actively managing it. Although 57% admit they are not measuring their reputation, they do use direct surveys and reputational rankings. Additionally, reputation is being reported and consolidated in management committees and boards of directors (68%), becoming integral to strategic business decision-making."The results of this year reflect that managing intangibles and promoting reputational leadership translates into business growth and corporate excellence. Companies that invest in strengthening their intangible assets will find a solid source of trust and support from all their stakeholders” says Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership.“The report clearly demonstrates that there is a cross-cutting relationship between all trends, highlighting the importance of intangible assets in the business agenda. It is important to see this year the role of reputation as the highest position of the ranking but how communication is again the area where companies are working at their most. For senior management, communication is seen as an essential tool to activate behaviours and amplify the corporate narrative strategy,” emphasises Justin Green, President and CEO at Global Alliance for Public Relations and Communication Management.Responsible leadership, understood as a conscious management model guided by corporate purpose and a strong culture rooted in values and principles, is the second most relevant trend for companies, and the first for senior executives: 53.3% report dedicating resources to its development. The biggest challenge with these new leadership models will be actively listening to stakeholders and aligning their concerns with the company's purpose. Sustainability: Consolidating Triple Impact BusinessSustainability ranks third, being the third most worked-on area by surveyed professionals (51.8%), and the main concern for 7 out of 10 large companies (70.3%). The primary focus for organisations making progress in sustainability is integrating it into their business strategy (which is also the biggest challenge), alongside adapting to new regulatory frameworks and identifying potential opportunities for sustainable corporate development. This ATF 2024 edition includes a specific consultation on progress in the areas of triple impact and ESG (environmental, social, and governance). The result shows a balance among the three elements (35.4% of sustainability resources are allocated to social issues, 35% to environmental aspects, and 29.6% to governance), demonstrating that sustainability is increasingly understood and managed as a cross-functional business asset, rather than just an environmental issue as it was perceived traditionally. Purpose and Communication at the Centre of Business StrategyCorporate purpose has risen two positions since the previous edition, now firmly holding fourth spot in the relevance ranking. It is also the area that has grown the most in investment and resources since 2023 according to senior executives (+7.3 points), with over half of consulted organisations (51.7%) currently working on corporate purpose and prioritising its integration into the business as a strategic guide in decision-making processes. Corporate communication is, for the second consecutive year, the most worked-on trend, receiving the most resources regardless of professional roles or company size. It plays a fundamental role in generating branded content and in mobilising efforts to effectively implement and activate the corporate purpose, both internally and externally in terms of stakeholders and society at large. “Conscious leadership guided by corporate purpose and a strong culture rooted in values and principles reflects the evolving and significant role of companies as social and transformative agents in the environments in which they operate and how corporate communication plays a strategic role today can lead social transformation,” asserts Clara Fontán, Director of Intelligence & Operations at Corporate Excellence – Centre for Reputation Leadership and Director of the study.Cybersecurity, Brand, New Work Models and AIDigitalisation is the second most worked-on area for large companies, with 6 out of 10 investing efforts in it. There is a growing concern across all business segments for protecting cybersecurity and data privacy, with 41.3% allocating resources to this area. The brand, understood as the platform for stakeholder engagement, consolidates its relevance in this edition, with 48.5% of organisations prioritising it, and ranking among the top five areas most worked on by Spanish companies, particularly in terms of activating purpose through brand positioning.There is an evolution in work models to adapt to the new social reality, essential for attracting and retaining talent. While implementing hybrid work models continues to be the aspect in which organisations invest the most efforts, 2024 also sees a significant increase in companies focusing on promoting collaboration and cross-functionality to break down silos and improve internal team functioning (38.4%), the biggest challenge that organisations are currently facing in this regard.Finally, generative Artificial Intelligence (AI) enters the list of most relevant trends for companies for the first time: 28.5% of organisations are already making progress in this area, primarily aiming to integrate it into business processes (43%) and train employees in its use (35%). Ensuring the ethical use of AI is one of the biggest challenges, although only 24.9% of companies are currently allocating resources to this end.Methodology and Collaborating EntitiesIn addition to social foresight studies by market research experts Punto de Fuga, the analysis of referenced sources, and nearly 2,200 surveys, the ATF 2024 report incorporates a network of over 30 collaborating entities and interviews with 11 experts: Aitor Jauregui, Director at BlackRock for Latin America; Alberto Andreu, Associate Professor at UNAV and Senior Advisor at EY; Ángel Pascual-Ramsay, Professor and Director of Global Risks at the Centre for Global Economy and Geopolitics at ESADE; Daniel Fernández Trejo, General Director of Deep Learning at LLYC; Gabriela González-Valdés, General Director of the Institute of Internal Auditors of Spain; Lucía Carballeda, Co-General Manager & Head of Reputation at Edelman Spain; Manuel Muñiz, Dean of IE School of Politics, Economics & Global Affairs; Nerea de Luis, PhD in Computer Science and AI advocate; Oriol Iglesias, Full Professor & Member of the Board of Directors at ESADE, co-director of The Global CCO Programme; Perrine Bouhana, Managing Director at GlobeScan; and Ramón Pueyo, Head of Sustainability and Corporate Governance at KPMG Spain.

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Approaching the Future 2023 - International Launch

Published by Unai Admin

18/07/2025

Approaching the Future 2023 - International Launch

The 8th edition of the report created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and Global Alliance for Public Relations and Communication Management collects the 10 major trends in intangible asset management that are currently shaping the business agenda. Corporate communication, the trend being worked on the most by companies. Madrid, July 13th 2023.- The integration of sustainability and environmental, social and governance (ESG) criteria into core business strategies is now the most relevant aspect for organisations in terms of intangible asset management. It is also one of the priorities that companies are now working on the most, along with corporate communication and all aspects related to digitalisation and cybersecurity. This is according to the report Approaching the Future 2023: Trends in Reputation and Intangible Asset Management, created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and worldwide partner Global Alliance for Public Relations and Communication Management.This report has become an international benchmark for understanding the trends that, beyond financial aspects, mark the evolution of the business agenda each year. Now in its 8th edition, it condenses into 10 global trends the aspects that most matter and concern professionals. "The results this year reflect the evolving and significant role of companies as social, responsible, and transformative agents in the environments in which they operate. The fact that more than 40% of sample responses came from executives shows how the management of intangibles is now firmly on the agenda of senior management as an essential aspect of the business model of the future", says Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership.This year, the report also specifically considers the vision of senior management, paying special attention to their concerns and interests. “The report clearly demonstrates that there is a cross-cutting relationship between all trends, highlighting the importance of the raison d'être and values of organisations. Intangible assets are more important now than ever, and are increasingly managed in a more strategic way. It is a significative step in how communication is playing a strategic role in amplifying the role of companies and where organizations and professionals are working at their most” emphasises Justin Green, President and CEO at Global Alliance for Public Relations and Communication Management.According to the ATF 2023 report, which is based on the views of more than 1,200 professionals from 53 countries, sustainability and ESG criteria are vital to organisations. Almost half of them are already working on this triple bottom line vision, and 6 out of 10 are allocating time and resources to integrating sustainability into their business strategies. A second trend that has emerged as fundamental in this edition is the management of corporate communication. According to over half of surveyed professionals, this is now a key area of work. Moreover, of the 10 trends included in the report, it is the area that executives are now working on the most (56%).Another field of action being prioritised by companies is technology, consolidating its position as a crucial transformative lever for the management of intangible assets and the road to more sustainable business models. Digitalisation is transforming the way employees work and interact with each other and with the companies in which they work. It is also having a major impact on customer relations, opening up new opportunities and challenges, such as information governance and the processing of personal data. Cybersecurity is the backbone of this process of digitalisation: 46% of organisations are already making progress in strengthening the security and protection of the data that they handle in their systems. And the same percentage of executives consider this responsibility to be their greatest challenge in terms of technology.The other two trends that lead the ranking of priorities for organisations are responsible leadership and corporate reputation, which burst into the second and third priority areas and on which, in turn, organisations are working the most. In turn, the report indicates that reputation is the third most relevant trend for more than half of consulted companies, and 80% of executives are already working on defining their strategic reputation plan.Furthermore, and taking into account the comparison between this year's results and those from 2022, organisations are taking notable steps to manage their corporate brand. The role of the corporate brand as a platform for stakeholder relations continues to gain significance, rising from 27.6% to 40.7%. In line with this, the intensity of work in this area has also increased: 17.9% of professionals stated that this aspect was a priority in 2022, and this figure has reached 45.1% in 2023, representing an increase of 27.2%. The report demonstrates that, in terms of corporate brand management, the focus on impact and the development of a clear positioning in line with issues of general interest is particularly relevant.The other areas included in the Approaching the Future 2023 trend map, and therefore continue to feature prominently in the day-to-day work of organisations (as well as representing significant challenges for them) are managing corporate purpose, a priority for senior management; the increasingly hybrid and flexible future of work; corporate governance and board transformation; and the climate emergency, which has fallen to the bottom of the ten key trends, possibly driven by a more focused approach to triple bottom line strategies and ESG.Methodology and collaborating entitiesIn addition to over 1,200 surveys, the ATF 2023 report incorporates a network of 34 contributors, over 400 national and international sources and studies, and interviews with ten international experts: Aitor Jauregui, Director of BlackRock for Latin America; Andrea Bonime-Blanc, CEO of GEC Risk Advisory; Farid Baddache, CEO of Ksapa Sustainability; Gabriela González-Valdés, General Director of the Spanish Institute of Internal Auditors; Italo Pizzolante, Director & Itinerant Chair Pizzolante & Founding Partner Pizzolante; José Luis Fernández, Director of the Iberdrola Chair of Economic and Business Ethics at Comillas Pontifical University; Oriol Iglesias, Professor of Branding at ESADE Business School and Co-Director of The Global CCO Executive Programme; Perrine Bouhana, Managing Director of GlobeScan; Silvina Bacigalupo, President of International Transparency Spain and Professor of Criminal Law UAM; and Jorge Gutiérrez, Metaverse Continuum Business Group European Lead at Accenture Song.> Download the press release> Approching the Future 2023 results

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New reputation metric: eMotionRep by Kantar

Published by Unai Admin

18/07/2025

New reputation metric: eMotionRep by Kantar

On the occasion of the 2022 Intangible Metrics Innovation Congress organized by Corporate Excellence - Center for Reputation Leadership, Kantar Insights has presented its reputation metric "eMotionRep by Kantar". This metric, generated after an exhaustive process of research, analysis and review, and validated by Corporate Excellence, has been designed to feed the decisions of organizations and add value, providing more actionable and operational insights that really help in the transformation of companies. towards a more sustainable and resilient management model.With a flexible approach, in which customization coexists with comparability, Kantar Insights has designed a universal measurement model that can be adapted to each reality of the corporation. The eMotionRep by Kantar model has been prepared by applying a rigorous scientific approach that incorporates Kantar's experience into the academic and professional background in corporate reputation, updating it with new ESG metrics based on the proposals of the reporting standards for non-financial indicators. international.It is based on 12 universal concepts related to different facets of corporate behavior and with a high diagnostic capacity, grouped into three areas: Client Excellence, which includes the variables that measure the ability to attract and retain customers. ESG Excellence, which evaluates the perception of the company in terms of social, environmental, work and ethical criteria. Vision Excellence, which assesses the ability to continue growing.These variables explain the emotional reputation superscript made up of 4 components that is strongly related to the creation of favorable behaviors towards the company, such as buying its products, investing or working for it, or giving it the benefit of the doubt in possible adverse situations.Carmen Dato, Director of Corporate Reputation and Sustainability at Kantar Insights, commented: "We know that today the value of a company is much more related to intangible assets and resources and, according to the Ocean Volume report and the US Bureau of Economic Analysis, intangibles currently represent 90% of the value of a company in the capital market. Additionally, Kantar BrandZ, the largest brand value study worldwide, shows how between 2008 and 2018 brands with a strong reputation increased their value by 57 points. That is why, proactively managing reputation requires having metrics that help discover what the expectations of interest groups are and evaluate corporate performance in relation to them to feed the strategy and establish improvement plans. that make it possible to close the identified gaps.”The Kantar Insights model has been validated by Corporate Excellence - Center for Reputation Leadership, a step that Kantar has considered important to guarantee the market the rigor, objectivity and reliability of the model. Ángel Alloza, CEO of this business platform specializing in reputation and management of intangibles, explained the following: "From Corporate Excellence we welcome a new reputation measurement tool developed by one of the world's leading companies in reputation research. markets. This development represents a clear step forward for all corporate reputation managers.”How was the eMotion Rep by Kantar model built? During the congress, Alberto Relaño, Director of Analytics at Kantar Insights Spain, explained the meticulous process that has been developed to arrive at this metric: "The objective of Kantar Insights has been to develop a model that analyzes and improves current solutions in three components basic: rational cognitive (information or perception of the company), emotional (feeling that it generates) and behavioral (which depends on the previous ones). For this, a review of the state of the art of reputation and an exploratory investigation were carried out to identify 275 reputation variables. Subsequently, an advanced analytics system has been applied to them and they have been reviewed by our Brand and Reputation experts until reaching the most significant, the 12 attributes that make up our Core model: 3 rational dimensions with 4 attributes and an emotional dimension with 4 attributes. This entire process assures us that we have a statistical robustness superior to those existing in the market.”The eMotionRep by Kantar model therefore incorporates a "backbone" common to any reputation study that enables comparability together with a strong diagnostic capacity thanks to being connected to the Kantar BrandZ study, the largest Brand Value benchmark to date. world level.Thanks to its predictive capacity, with the model it is possible to: Periodically evaluate the reputation of the company and compare it with the average of its sector to know its performance Understand the drivers of the company's reputation and prioritize them according to their importance Know the structural and long-term impact that reputation has on key business indicators such as sales. Design the best reputation strategy, establishing priorities based on the strengths and potential risks identified for the corporation. Simulate future scenarios in which we see how the growth or decrease in the perception of any of the rational attributes would affect our emotional reputation. Determine which are the most relevant initiatives that will allow me to grow in one or several of the rational dimensions of reputation and with which of them we have a greater impact on the perception of stakeholders.> For more information contact: carmen.dato@kantar.com

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Approaching the Future 2022 Report. Trends in Reputation and Intangible Asset Management

Published by Unai Admin

18/07/2025

Approaching the Future 2022 Report. Trends in Reputation and Intangible Asset Management

The biggest trends in intangible asset management: Approaching the Future 2022 is already available Society demands greater commitment from companies, and managing reputation and intangibles is now a strategic must for all businesses Close to 50% of companies are working to define and integrate purpose in their business, and four in ten are working to drive responsible leadership and improve diversity, equity, and inclusion. The 2030 Agenda has regained relevance among organisations as compared to last year, with a commitment to aligning sustainability strategies with the SDGs, while climate action and ESG investment are of less interest. The 7th edition of this annual report, produced by Corporate Excellence - Centre for Reputation Leadership, CANVAS Estrategias Sostenibles and Global Alliance as worldwide partner, brings together the biggest trends in intangible asset management that organisations are concerned about and working on. Madrid, June 16th, 2022. Companies play an increasingly important role in societies, and their own evolution, priorities and decisions depend to a large extent on the socio-economic context. Faced with the recent crisis and uncertainty, citizens are demanding greater involvement, commitment, and social and environmental activism from organisations, and topics such as purpose, reputation and responsible leadership are taking on unprecedented dimensions, forcing companies to integrate them into their business management strategies. This finding has been revealed in the report Approaching the Future 2022: Trends in Reputation and Intangible Asset Management, produced by Corporate Excellence - Centre for Reputation Leadership, CANVAS Estrategias Sostenibles and Global Alliance for Public Relations and Communication Management.Now in its 7th edition, this study has established itself as an essential tool for analysing the biggest global trends in reputation and intangible asset management that impact the business agenda, both from the point of view of issues considered most relevant and those that organisations are working on as a priority. This year, for the first time in the entire series, there is a generalised synchrony and coherence between both perspectives: "The global trends that companies consider most important coincide with those to which they are devoting the most efforts, in an attempt to adapt their corporate reality to the new realities and challenges of the current context", says Angel Alloza, CEO at Corporate Excellence - Centre for Reputation Leadership.Top 5 trends being worked on the most by organisationsApproaching the Future 2022 identifies 16 global trends that are impacting the business agenda. The first of these is corporate purpose, which has been consolidated, climbing four positions as compared to 2021 and becoming not only the trend that organisations are working on the most, but also the most relevant on the map of organisational priorities. Purpose is consolidated as a key business transformation asset in a context of increasing social and regulatory expectations. As a result, almost half of organisations (48.2%) are already working on the integration of purpose in their business, compared to less than 36% in the previous edition. "There is an increasing need for an integrated vision of the value that a company brings to the world and managing the definition and activation of purpose provides that coherence, long-term vision, trust, and reputation, both within and outside of organisations. Purpose is no longer "for" stakeholders; it is something that is created "with" stakeholders, fostering the creation of a collective identity that provides meaning and a force for mass transformation towards a common goal", explains Justin Green, President and CEO at Global Alliance for Public Relations and Communication Management.The second trend being worked on the most by companies is digitalisation. Although there has been a decrease in relevance as compared to the previous edition (from 61.4% to 48.1%), when new working and relationship models imposed by the pandemic forced companies to prioritise this trend, it is still relevant, and it has acquired a degree of consolidation. The third trend that organisations are focusing on is diversity, equity, and inclusion, which has increased in relevance the most as compared to the previous edition of the report, rising eight positions. Compared to 26.5% in 2021, in 2022, 42.8% of companies are dedicating their efforts to driving inclusive growth at a global level in order to move towards more diverse, inclusive, and equitable working environments.The fourth trend being prioritised is responsible leadership, which has increased from 25.3% to 43.3% of companies that are committed to new forms of leadership capable of providing trust and commitment to society, and of becoming drivers of transformation and generators of positive impact. Finally, the management of communication completes the Top 5 trends being worked on the most by companies, with 41.7% of organisations making progress in this area. In the last year, communication has evolved towards increasingly digital and innovative formats with the arrival of disruptive technologies such as the metaverse and advances in artificial intelligence. These technologies offer new immersive and unique experiences, as well as providing organisations with personalised information about their stakeholders. New trends: the importance of trust In the 7th edition of Approaching the Future, two new trends which have never been included in past editions have been introduced: stakeholder trust, in eighth position, and CEO reputation, which is becoming increasingly visible and recognised as a reputational platform, now ranking in fourteenth position. "Trust is an essential factor for business growth and sustainability. While trust in governments has been declining in recent years, for many citizens, companies are positioning themselves as the only trustworthy institution. Companies are aware of the opportunity this represents, and 35.5% are already working on strengthening stakeholder trust through the practice of active listening and dialogue in order to understand what matters most to them and what concerns them", highlights Clara Fontan, Director of Intelligence and Knowledge at Corporate Excellence - Centre for Reputation Leadership. Concern for sustainability is rising againAfter overcoming the worst of the pandemic, when companies prioritised adapting to an unknown reality (as indicated in the previous edition of this report), the 2030 Agenda, as a framework for action for sustainable development, has regained its position of relevance in the list of priorities highlighted by organisations. In fact, it has risen four places and 29.6% of organisations claim to be focusing efforts on contributing to the Sustainable Development Goals (SDGs).However, although the public is increasingly aware that climate change is one of the greatest threats to humanity, and, according to the World Economic Forum, the failure of climate action is the risk with the greatest potential for negative impact on people and the planet, the proportion of organisations working on climate action has reduced from 25.9% in 2021 to 17.7% in 2022. Most companies have not yet set initial targets to reduce their emissions, and only 36.8% have announced plans to tackle their direct emissions or those associated with their energy consumption.Something similar occurs with sustainable and ESG investment (environmental, social and governance), which continues to grow in the biggest international markets, already representing 35.9% of total assets according to Global Sustainable Investment Alliance. Despite this fact, only 9.9% of organisations are working on investing in and attracting sustainable funding.The challenge of measuring and demonstrating business impactWhen organisations were asked about the challenges that they face in terms of implementing measures related to intangible asset management and the trends that are marking their business agenda, two aspects recurred across the board. On the one hand is the ability to measure the impact of actions taken, whether related to driving corporate purpose, responsible leadership, or reputation management. On the other is the ability to demonstrate the scope or impact that these actions have on business activities."Undoubtably, although there is still some way to go, big efforts are being made to integrate intangibles as a strategic element of business management, from the development of reputational metrics to aligning them with employee remuneration systems", explains Clara Fontan, Director of Intelligence and Knowledge at Corporate Excellence - Centre for Reputation Leadership.The report incorporates over 400 national and international sources and studies, a survey of over 600 professionals from 55 countries, and interviews with 9 international experts in the fields studied in this report. In addition, the report has relied on the support of worldwide partner Public Relations and Communication Management; the participation of partner and market research experts Punto de Fuga; and the Chair of Metrics and Management of Intangibles from the Centre for Applied Social Research (CISA) at the University of Malaga. It has also benefited from the expert vision of the following professionals: Aitor Jauregui, Country Head for BlackRock in Iberia (Spain, Portugal and Andorra); Andrea-Bonime Blanc, CEO GEC Risk Advisory; Farid Baddache, CEO Ksapa Sustainability; Gabriela González-Valdés, General Director at the Institute of Internal Auditors in Spain; Italo Pizzolante, Executive Chair and Founding Partner Pizzolante; José Luis Fernández, Director of the Iberdrola Chair of Economic and Business Ethics; Oriol Iglesias, Professor of Brand Management at ESADE Business School, Co-Director of the executive programme The Global CCO, and member of the think tank for brands with a conscious, Medinge Group; Perrine Bouhana, Managing Director GlobeScan; and, Silvina Bacigalupo, President Transparencia Internacional.Furthermore, the report has received support from the following collaborating entities: Association of Public Relations Professionals of Puerto Rico (ARPPR); Marketing Association of Spain; Association for Progressive Communications (APC); B Lab Spain; DCH - International Organization of Human Capital Managers; Association of Communication Directors (Dircom Spain); Association of Communication Directors (Dircom Panama); Spanish Association of Sustainability Managers (ASG), DIRSE; the Iberdrola Chair of Economic and Business Ethics (Comillas Pontifical University); ESADE Business School; Corporate Communication Forum (FOCCO); Leading Brands of Spain Forum; Máshumano Foundation; Forética; GEK Risk Advisory; GlobeScan; Institute of Internal Auditors; International Public Relations Network (IPRN); KANTAR; KPMG; Ksapa; Pizzolante institute of brands with values; Mexican Association of Public Relations Professionals (PRORP); Reputation Lab; University of Navarra - Master in Corporate Reputation (MERC); Weber Shandwick; World Compliance Association; Villafañe & Associates; and Women Action Sustainability (WAS). More information: www.approachingthefuture.com Consult here all the materials of the report.

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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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Superunion joins Corporate Excellence- Center for Reputation Leadership’s Foundation as a Supporter Consultant

Published by Unai Admin

18/07/2025

Superunion joins Corporate Excellence- Center for Reputation Leadership’s Foundation as a Supporter Consultant

The adhesion of WPP’s global branding consultant will contribute to promoting innovation and knowledge in the field of brands and corporate purposes.Madrid, January 25, 2022. WPP’s global branding consultant Superunion –which specializes in brand creation, activation and optimization– has strengthened its cooperation with the foundation, Corporate Excellence - Center for Reputation Leadership by joining its group of consultants as a Supporter in 2022.Superunion and Corporate Excellence have been working as strategic innovation and knowledge partners for years. Among the projects they have developed together, the creation of The Corporate Purpose Roadmap® model stands out as a tool to help organizations create, implement, and activate unique and differentiating corporate purposes.Superunion’s collaboration as a ‘Supporter Consultant' contributes to reinforcing the Foundation’s purpose, which promotes a business movement targeted at organizations that seek to be relevant to society and achieve excellence by remaining committed, responsible and authentic and striving for excellence in the management of its resources and intangible assets, i.e., brand, reputation, purpose, sustainability, and communications. The Foundation’s group of ‘Supporter Consultants’ currently includes Lift Consulting, On Strategy, RepTrak and Superunion.The timing of Superunion’s arrival could not be more appropriate, as the Foundation’s purpose becomes a strategic priority for managers and investors around the world as a result of the COVID-19 crisis. Generation of trust, long-lasting differentiation, connection and positive endorsement on a large scale, as well as the generation of valuable business resources require building a brand platform based on corporate purposes that respond to business strategies. Many organizations have a purpose, but in order to make it truly different and genuine, a thorough and proven methodology is necessary, followed by a clear definition, activation and implementation of such purpose. Hence, the relevance of this model."The collaboration and generosity of companies such as Superunion allows Corporate Excellence to continue advancing at an accelerated rate in business transformation through excellent management of reputation, brand, and sustainability," explains Ángel Alloza, CEO of Corporate Excellence - Center for Reputation Leadership. On the other hand, Superunion’s CEO, Pilar Domingo, points out that "at Superunion, we share the same commitment with Corporate Excellence to help create stronger and more relevant companies, so the opportunity to collaborate with this magnificent team and this exceptional organization is a true honor.” —----About Superunion: Global brand consultant of the WPP group specialized in the creation, activation and optimization of brands. Bringing forth a unique combination of skills to put strategy and creativity at the service of business objectives. It has a network of 750 people in 17 countries and has worked with iconic brands such as NASA, Microsoft, Intel, Tencent, Ericsson, Alibaba, Bank of America, Coca-Cola, HSBC, Colgate, Heineken, Ford, FIFA, Nestlé, BBC , BBVA, Cepsa, WiZink and Iberia.

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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

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The Biggest Companies in the World

Published by Unai Admin

18/07/2025

The Biggest Companies in the World

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Rethinking Capitalism: The Power of Creative Destruction

Published by Unai Admin

18/07/2025

Rethinking Capitalism: The Power of Creative Destruction

Let’s face it: Capitalism has a bad reputation these days. While it is still seen as the “least awful” of alternatives, many accuse it of having led to exploding inequality, disastrous climate change and fractured societies. For some, these consequences are enough to advocate abandoning it altogether. In The Power of Creative Destruction, economists Philippe Aghion, Céline Antonin and Simon Bunel argue that abolishing capitalism is not the solution. Historically, a market economy has proved to be a formidable engine of prosperity, enabling societies to develop in ways that were unimaginable even two centuries ago. However, market forces cannot be given free rein. The state and civil society both have a role to play in guiding the forces of disruptive innovation that underpin growth. Creative destruction refers to the process by which innovations continually displace existing technologies and ways of doing things. New firms continually step up to the plate and new jobs replace obsoleted ones. In sum, the new destroys the old. This constant innovation is the driving force of capitalism and the catalyst of long-term growth. However, feats of innovation aren’t heaven-sent. They are achieved by entrepreneurs motivated by the prospect of dominating over a given market. The problem is that once they manage that, they often use their might to maintain the status quo and block the natural Darwinian process. The originator of the notion of creative destruction, Joseph Schumpeter (1883-1950), was pessimistic about the future of capitalism. He believed that powerful incumbents – think conglomerates – would eventually dominate every sector. By stifling competition, they would kill innovation and growth softly. On the strength of about 30 years of global research that yielded the body of theory and empirical evidence that Schumpeter lacked, Aghion and his co-authors are unquestionably more upbeat. Advocating a fighting optimism, their book shows there are ways to reward growth-creating innovators and, at the same time, prevent them from entrenching themselves. Revisiting the main enigmas of economic history History has left us with some enigmas about economic growth. Among them: Why did economic growth suddenly pick up from 1820, after being negligible for close to 2000 years? Why do some countries start to converge to the standards of living of developed countries but sputter mid-way? And why have technological revolutions so far not brought about the mass unemployment feared by the Luddites in 19th-century England and by John Maynard Keynes in 1930? The body of knowledge accumulated around creative destruction helps us solve all these enigmas and more, as shown by the following three vignettes. The 1820 starting point of growth: The world per capita GDP was the same in the year 1000 as in the year 1 CE. From there, the average rate of yearly growth barely reached one twentieth of 1 percent. But in 1820, in the United Kingdom and then in France, economic growth suddenly picked up, reaching about 0.5 percent per year for 50 years. Why? Because of the convergence of four factors: greater transfer of knowledge (e.g. the Encyclopaedists, the weakening of overprotective guilds), effective protection of property rights, healthy competition between European nations (inventors not welcome in one country could take their brilliance elsewhere) and the development of financial instruments that dynamised innovation and risk taking. The middle-income trap: Developing countries must implement investment-focused policies to catch up initially, but at some point, they must switch to innovation-promoting policies to compete within the world of developed economies. A crisis can help with that painful transition to a more Darwinian setting. If not, the nation’s growth stalls as the well-fed incumbents guard their turf and block new competition. Technology as the end of jobs: The fear that machines will destroy human jobs began long ago. When William Lee presented a stocking-knitting machine to Queen Elizabeth I in 1589 (in order to get a patent), she refused, declaring: “Consider what thy invention could do to my poor subjects. It would assuredly bring them ruin by depriving them of employment, thus making them beggars.” However, we now have data to show that the impact of automation on jobs is not only positive, but it also increases over time. A 1 percent increase in automation in a plant today increases employment by 0.25 percent after two years and by 0.4 percent after ten years. This effect holds even for unskilled manufacturing workers. Automation generates productivity gains that benefit employees, consumers (via lower prices) and firms (via increased sales). Questioning some common bits of wisdom Creative destruction also gives us a useful lens through which to assess policy prescriptions. For instance, some believe that taxation is the sole method of making growth more inclusive. Along the same line of thinking, some insist we should tax robots, especially since they will (allegedly) create mass unemployment. Others view a complete ban on growth as the best way to fight climate change. Aghion and his co-authors believe these policies are misguided and explain why in the book. Taxation is but one economic tool; it is just as important for the state to promote innovation to boost social mobility and raise standards of living. The focus should be on investing in education and science. More recently, the state has emerged as an investor in innovation. This is a smart move. Taxing robots, or any new technology for that matter, goes against innovation. The state should always preserve the free entry of goods and services in the market. Will some jobs be displaced in the process? Of course, and that is why creative destruction has an important caveat, or perhaps corollary: The state must insure employees against the potentially adverse consequences of job loss. Zero or negative growth is not the best response to climate change. Green innovation is. However, a laissez-faire economy doesn’t move spontaneously towards green innovation. On the contrary, polluting firms will naturally prefer to innovate in the same polluting technologies. So, the state must provide incentives to redirect innovation efforts. Several levers can achieve this: a carbon tax, subsidies for green innovation, technology transfers to developing countries and carbon tariffs to discourage pollution havens. Civil society also has an important role to play to persuade firms to pursue green technologies. Rethinking the future of capitalism Lastly, the creative destruction paradigm helps us rethink capitalism. The Covid crisis has revealed the pitfalls of capitalism, which turn out to be very different across countries. The United States has a great model of innovation, but its social model is broken. Europe (broadly) offers social welfare, but its innovation model is inadequate. The book explains how we should work towards a model of capitalism that combines the dynamism of the US innovation with the social protections afforded by a country like Denmark. Despite Schumpeter’s initial gloom, capitalism isn’t doomed. There are ways to overcome its apparent curse. But just like innovation isn’t heaven-sent, fixing capitalism will require coordinated action, based on a solid understanding of the determinants of economic growth and prosperity. States should pursue two types of policies simultaneously: protecting intellectual property rights on innovation on the one hand and safeguarding competition on the other. Merger and acquisition policies should also take into account the impact on innovation. The entry of smaller, potentially more innovative players, cannot be left to the good will (or distraction) of the incumbents. Optimal innovation policies will never please the firms that have already achieved market dominance. Proper separation of power, supported and enforced by a strong civil society, is required to ensure minimal collusion between behemoth firms and the executive power. Think of it as a “magic triangle” that includes the state, the market and civil society acting as a watchdog. Does fixing capitalism somehow involve getting rid of the 1%? The short answer is no. While innovation does help the top 1% get richer, it doesn’t impact the Gini coefficient (an index of wealth inequality within a nation). This is because innovation lifts society as a whole through promoting social mobility. This contrasts with lobbying, which also helps the rich get richer, but does nothing for innovation on top of increasing the Gini coefficient. In sum, society can reward innovators, but should never leave them in charge of policymaking. As the engine of prosperity, creative destruction can generate a growth that is sustained, inclusive and green. Innovation is indispensable to growth, and capitalism is indispensable for innovation, but it needs to be regulated. Philippe Aghion is a Professor of Economics at INSEAD. He is also a Professor at the College de France, a visiting professor at the London School of Economics and a fellow of the Econometric Society and of the American Academy of Arts and Sciences. Aghion, P. (June 14, 2021). Rethinking Capitalism: The Power of Creative Destruction. INSEAD Knowledge. Recovered from: https://knowledge.insead.edu

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Proposed climate law divides France

Published by Unai Admin

18/07/2025

Proposed climate law divides France

Less meat in French cafeterias. Bans on short-distance flights. Gas heaters on cafe terraces would be outlawed. As President Emmanuel Macron moves to make France a global champion in the fight against climate change, a wide-ranging environmental bill passed by the French National Assembly this month promises to change the way the French live, work and consume. It would require more vegetarian meals at state-funded canteens, block expansion of France's airports and curb wasteful plastics packaging. Polluters could be found guilty of "ecocide," anew offense carrying jail terms of up to 10 years for destroying the environment. If Mr. Macron gets his way, the fight against climate change would even be enshrined in the French constitution through a referendum. But those lofty ambitions are running into a barrage of resistance. Environmentalists and_ politicians from France's Green party, rather than backing the legislation, have accused Mr. Macron's government of watering down ambitious measures and putting corporate interests above tough proposals by a 150-person "citizens climate panel," which Mr. Macron himself convened last year to address climate concerns. France's influential business federations have joined forces to push back against what they view as overregulation and job-killing populism that could threaten their ability to recover from the economic blow of the Covid-19 pandemic. The bill now moves to the Senate where, if approved, it would go to a joint parliamentary commission for final approval. If the commission fails to come to an agreement, the National Assembly, which is controlled by Mr. Macron's party, will have the final say. Mr. Macron's signature is not necessary for the bill to become law. The clash comes at a delicate time for Mr. Macron, who is facing re-election next year against an array of challengers. He prides himself as a leader on climate issues and wants the legislation to bolster his credentials. "We must find a smooth transition to a low-carbon economy," he said shortly after taking office. "Let's face it: There is no Planet B." But the sharp divide could destabilize one of his major campaign platforms before the voting even starts. On a recent Sunday in cities throughout France, tens of thousands of climate activists took to the streets to denounce the legislation. They issued a warning that was also an insult: The bill had been so diluted that France would be unable to meet its commitments to the Paris climate agreement, the 2015 international accord signed in its own capital to avert a climate catastrophe. Extinction Rebellion activists in Paris chained themselves to gates of the National Assembly and lit smoke bombs that poured out a thick red fog. Camille Etienne, 22, a leading figure among climate change demonstrators, said in an interview that the bill would amount to a "greenwashing" operation. Mr. Macron has sought to burnish his image as a champion of the Paris accord ever since former President Donald J. Trump withdrew the United States from the agreement in 2017. The same day, a defiant Mr. Macron rebuked the American president, riffing off Mr. Trump's campaign slogan as he declared from the Elysée Palace that he wanted to "make the planet great again." Since then, European countries have enacted laws to cut greenhouse gas emissions at least 40 percent by 2030 compared to 1990 levels. The European Union agreed to anew 55 percent reduction target in December. Environmental concerns have gained traction in France as the climate crisis becomes more pressing. Cafe terraces (warmed by outdoor heaters) and holiday skating rinks (chilled to create ice in above-freezing temperatures) have prompted consciousness-raising. Elite university students are demanding climate change curriculums, and local mayors have defied the national government in banning some pesticides. Mr. Macron last fall sought to make the transition to a greener economy a cornerstone of a 100 billion euro, or $122 billion, "Relaunch France" stimulus package to reverse the pandemic-induced recession. With the climate becoming a major election theme, he faces fresh pressure as France's main Green party rises on the political stage, mirroring a wider rise of environmental parties around Europe. Even Marine Le Pen, the leader of the far-right National Rally and Mr. Macron's chief rival for the presidency, has embraced her own brand of downto-earth environmentalism. But Mr. Macron has had to walk a tightrope between addressing climate change and economic insecurity since the Yellow Vest movement exploded across France in late 2018, Those violent protests began as a grass-roots rebel lion among working class people after the government raised taxes on gasoline and diesel to fight global warming. Mr. Macron attempted to defuse the anger by setting up a panel of randomly selected people from across France to formulate proposals, with the help of experts, for ambitious climate legislation balanced with economic fairness. The climate bill, which now heads to the Senate, whichis dominated by opposition conservatives, for debate in June, stems largely from those proposals. It prohibits domestic flights for journeys that can be made by train in less than 2.5 hours (unless they connect to an international flight). Outdoor gas heaters used to warm cafe patrons would be banned beginning next April. Supermarkets will have to reduce wasteful plastics packaging, while clothing and other goods would carry an "ecoscore" of their environmental impact. Landlords won't be allowed to rent poorly insulated properties, and advertising for fossil fuel energy, like gasoline, would be phased out. Business groups have zeroed in on certain measures that they say amount to costly overregulation. They have also cast doubt on the wisdom of having citi zens propose climate change policy. The main employers lobby, the Movement of the Enterprises of France, or Medef, which represents large corporations, went through the citizens' group's proposals line by line, highlighting those considered to be the harshest and recommending softened versions of the text, according to Journal du Dimanche, a weekly newspaper. Medef was especially opposed to making "ecocide," - defined as deliberate and lasting pollution - a crime. Geoffroy Roux de Bézieux, Medef's president, told a Senate panel that his members worried that it would stigmatize business and penalize economic activity. He said lawmakers, not random citizens, should write laws. Tougher rules could also hobble companies weakened by the pandemic, Francois Asselin, president of the Confederation of Small and Medium-Sized Enterprises, told the panel. "So be careful not to bring them to their knees with too restrictive measures," he said. BASE, a German multinational chemical company and a major producer of pesticides with operations in France, was more blunt. In a post on its website, it singled out recommendations by the citizens panel to reduce pesticides and fertilizer in agriculture, saying they "reflect a profound ignorance of reality." "In seeking to re-energize democracy,' BASF added, referring to the citizens' proposals, "aren't we running the risk of weakening our democratic institutions and fueling populism?" The criticism may be having an impact. In the legislation passed by the National Assembly, "ecocide" was changed from being labeled a crime, as proposed by the citizens' panel, to a civil offense. It could still result in jail time. The proposal to ban short-haul flights originally barred trips that could be covered by a four-hour train trip. After airlines and airports objected, the rule was scaled back to cover only flights that could be replaced by a rail trip of 2.5 hours - achange that barred only eight routes. A measure that would have made it more difficult to pave over empty fields and lots for Amazon-style warehouses now exempts e-commerce companies. The climate bill in its current form will make it nearly impossible for France to fulfill its Paris accord pledges by 2030, the High Council on Climate, an independent body, warned in arecent report. Inresponse, the government said that the modified measures, combined with other climate change regulations passed since 2017, would allow it to meet the goals. But another independent study commissioned by the government, by the Boston Consulting Group, concluded that France would fall short even in the best-case scenario. And this month, the French Senate replaced language that would have the constitution "guarantee" the fight against climate change with wording stating that France would "protect" the climate. Daniel Boy, a political scientist at Sciences Po university in Paris, said that environmentalism "was not really part of Macron's DNA." But he added that Mr. Macron had favored a "pragmatic ecology" made of small steps and concrete measures, reflecting a liberal electorate sensitive to economic interests, and had opposed "a more radical ecology" with wide-ranging changes. That cautious approach is what has drawn the ire of many climate activists - and pulled protesters back into the streets. Ms. Etienne, the activist, said the climate bill in its current form amounted to a "betrayal" of the citizens' convention's proposals and a wasted opportunity for Mr. Macron. "They had the science, the people, the political moment,' she said. "To deliberately lack the will and fall for industry lobbies now - I can't think of any other word than betrayal." Alderman, L. (May 22, 2021). Proposed climate law divides France. The New York Times. pp. 7

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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.

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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Corporate Excellence participates in the Global Alliance´s Education & Training Month

Published by Unai Admin

18/07/2025

Corporate Excellence participates in the Global Alliance´s Education & Training Month

The Global Alliance for Public Relations and Communications Management, in coordination with the ASEAN PR Network, has developed throughout April 2021 "Education & Training Month", as part of a continuous effort to boost the work of PR & Comms professionals around the world, especially during the challenging times' post-Covid. Corporate Excellence Centre for Reputation Leadership is part of the GA and is represented by Ángel Alloza, member of the Board of Directors and Research Director as well as member of the Academic Council of the GA. As a member, has actively participated in the initiative through content in different formats, addressing the importance of ethics as a cornerstone of the role of PR & Comms professionals, as well as a webinar that delves into the 2021 Global PR & Communications Model, developed together with the Global Alliance, and its implementation so that the management of professionals contributes value to organisations. You can find all the resources here: Webinar: Ethics as the Cornerstone of the PR & Comm Role Webinar: Putting the 2021 Global PR & Communication Model Into Practice Column: Ethics as the Cornerstone of the PR & Comm Role In addition, the Global Alliance has made available to all professionals a free extended programme with more than 60 sessions given by PR and communication experts from around the world, which you can find on its website. Further information about the Global PR & Communication Model: www.prcommsmodel.com

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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

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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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

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 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 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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The Global Alliance Public Relations and Communication Model Research survey goes live

Published by Unai Admin

18/07/2025

The Global Alliance Public Relations and Communication Model Research survey goes live

Global Alliance for Public Relations & Communication Management works across continents shaping the future of communication profession and helping practitioners to deal with the main challenges they face in their organizations and demonstrating the value and positive impact of communications and intangible assets. To further advance this goal, Global Alliance is developing, in collaboration with Corporate Excellence – Centre for Reputation Leadership, a leading research, knowledge and training center specialized in the management and measurement of intangible assets such as reputation, communications, brand, public relations, public affairs, social intelligence and corporate governance, a new roadmap for enhancing the role of PR and Corporate Communication and be agreed in a collaborative, deliberative and consensual process in a large-scale research project with GA members and other relevant professionals. We encourage you to participate in this survey as a powerful way of contributing to define together the future of our profession. In appreciation of your collaboration, we will share with you an executive summary of the report that will be launched at the World Public Relations Forum 2020, which will be celebrated in Auckland, New Zealand, on October 12 to 15. Please notice the survey will be available until April 30. To participate in this survey, please click on the link below: http://gacomsmodel.mystrikingly.com/

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Corporate Excellence, new member of the Global Alliance board

Published by Unai Admin

18/07/2025

Corporate Excellence, new member of the Global Alliance board

The Global Alliance for Public Relations and Communication Management's 17th Annual General Meeting was held on Saturday 6 April in São Paulo, Brazil. The Chairman José Manuel Velasco presented and hosted the selection of the members that will form the board of the association the next two years.The incoming board includes leading professionals, academics and industry association leaders as Ángel Alloza Losana, CEO of Corporate Excellence - Centre for Reputation Leadership. Below the complete list of the selected members for the board 2019-21:Main Board Members President: Justin Green, PRII - Public Relations Institute of Ireland Inmediate Past- President: José Manuel Velasco, Dircom - Communication Directors Treasurer: Joe Truncale, PRSA – Public Relations Society of America Secretary: Fiona Cassidy, PRINZ - Public Relations Institute of New Zealand Delegate-at-Large (Academic/ Research): Ángel Alloza, Corporate Excellence - Centre for Reputation LeadershipDelegates-at-Large Alastair McCapra, CIPR - Chartered Institute of Public Relations Sarah Hanel, CPRS - Canadian Public Relations Society Hamilton dos Santos, ABERJE - Brazilian Association for Business Communication Prita Kemal Gani, APRN - Asean Public Relations Network Paula Portugal Mendes, APCE - Portuguese Association of Corporate CommunicationsDelegate: Jane Gitau, APRA – African Public Relations AssociationRegional Delegates-at-Large North- America: Dr. Marcia DiStaso, UFL - University of Florida Latin America: Dr. Amybel Sánchez de Walther, USMP – San Martin de Porres University Asia: Candy Hernandez, LSPR – London School of Public Relations Africa: Dr. Rotimi Oladele, NIPR – Nigerian Institute of Public Relations India-Middle East: Amith Prabhu, The Promise FoundationThe role of Corporate Excellence - Centre for Reputation Leadership in the Global Alliance will stand out for leading the project "The Global Communication Model" in which we will advance, as their knowledge partners, towards the identification of the keys of the new corporate communication model, updating and revitalizing The Melbourne Mandate:In 2012, the traditional communication model did not respond to the challenges of the new digital era. That is why The Global Alliance for Public Relations and Communication Management adopted The Melbourne Mandate, a research-based vision of the communicative organization and the emerging role and value of public relations and communication management. While The Melbourne Mandate remains both relevant and aspirational, the increasing value of intangible assets in companies and the consolidation of the “reputation economy”, create a need and opportunity to review and renew it, with a holistic view to making it a durable, sustainable and global consensus-based expression of what is the future of communication and intangible assets management."The Global Communication Model" will be presented in 2020 at the World Public Relation Forum to be held in Auckland, New Zealand. Meanwhile, you can check more information about the Global Alliance Annual General Meeting by clicking here.

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Global Intangible Value Exceeds US$50 Trillion for the First Time

Published by Unai Admin

18/07/2025

Global Intangible Value Exceeds US$50 Trillion for the First Time

Global intangible value has surpassed US$50 trillion for the first time in history, reaching US$57.3 trillion at the beginning of the current financial year, according to the latest Brand Finance Global Intangible Finance Tracker (GIFT™). This constitutes 52% of the overall enterprise value of all publicly traded companies worldwide, which now amounts to an equally record-breaking US$109.3 trillion, exceeding the US$100 trillion mark also for the first time. Worryingly, however, 76% of the world’s intangible value – US$43.7 trillion – remains unaccounted for on balance sheets. At US$35.0 trillion last year, undisclosed intangible value has grown by a whopping 25% year on year – five times faster than the value of disclosed intangible assets (up 5%) – and outpacing by far the overall global enterprise value growth (up 18%). The past year has also seen a decline in the granularity of intangible asset reporting as the gap between disclosed intangible assets – accounted for in detail on balance sheets – and goodwill has widened dramatically. Goodwill is a premium paid over the fair value of assets in the event of a company being purchased and is sometimes used as a shortcut to avoid performing a more granular valuation of intangibles. Companies now list a stunning US$2.3 trillion more goodwill than disclosed intangible assets, compared to US$1.8 trillion last year. David Haigh, CEO of Brand Finance, commented: “Insufficient reporting of intangible assets leads to a host of problems for analysts, investors, boards, and stakeholders. With little information on particular assets, analysts’ assessments are not as accurate, forcing investors to act with one eye closed. This, in turn, has negative effects on share price volatility, affecting the stability and sustainability of finance. Equally, the lack of granular information on the true value of assets leaves boards and shareholders prone to hostile takeovers or selling and licencing individual assets below competitive prices.” Teresa de Lemus, Managing Director of Brand Finance Spain, commented: “In Spain, intangibles account for 36% of total business value with slightly over 40% undisclosed ¡ (15% of the total). This is less than the global average and partly shows that the dominant sectors in Spain tend to be more dependent on tangible assets. Given the value of all publicly listed Spanish companies has not yet reached its pre-crisis peaks, it seems evident that better managing intangible assets –in particular tech and marketing IP – will help Spanish companies grow faster in the new digital economy.” Ángel Alloza, CEO of Corporate Excellence- Centre for Reputation Leadership, commented: “Year after year we see an increase in the presence of intangible resources as opposed to tangibles when we talk of an organization’s total value, as this study clearly indicates”. Also claims that “organizations have become aware of the importance of managing these resources due to the fact that, among other things, they need to be part of a society that is increasingly demanding and concerned about its future. Citizens and consumers expect businesses to hold an active part in the world they live in and to make a positive impact in it”. For the general manager of this think tank “an organization’s value will depend on its support of adequate management of their intangible resources”. Intangible assets (such as brands, relationships, know-how) make up a greater proportion of the total value of many businesses than tangible assets (such as plant, machinery, and real estate). However, current financial reporting rules allow intangible asset disclosure only during M&A activity, resulting in no knowledge of the worth and business importance of intangibles unless they are subject to an acquisition. David Haigh, CEO of Brand Finance, commented: “A commitment to undertake an annual revaluation of all company assets, including tangible assets, acquired intangibles, and intangibles generated internally, would be a boon for boards, accountants, investors, and analysts. Newly-gained transparency and clarity would enable boards to make more effective use of their assets, accountants to have a more detailed picture of asset values, and investors and analysts to more accurately price shares.” According to Brand Finance’s survey of financial analysts, conducted in 2016, the majority backs this demand for an annual revaluation of all intangible assets (73%), including the full disclosure not only of acquired intangibles (79%) but of all internally generated ones too (68%). The problem is best highlighted by the stark disparity between the list of the world’s top 100 most intangible companies and an equivalent list ranked by disclosed – as opposed to total – intangible value. Amazon (with intangibles worth US$827 billion), taking over as the most intangible company in the world, as well as last year’s leader Apple (US$648 billion) do not even make the list of top 100 companies by disclosed intangible value. Their intangible value remains undisclosed at 98% and 99% respectively. The Internet & Software sector, where Amazon is joined by other digital giants such as Alphabet and Alibaba, has a very high percentage of enterprise value attributable to intangibles overall (87%), placing it just behind the Cosmetics (90%) and Aerospace (90%) industries. It also has the second-highest absolute intangible value among all sectors of the economy, at US$6.8 trillion, behind only Banking’s US$8.5 trillion. Despite this exposure to intangible value, Internet & Software is among those sectors which account for a very low value of their intangibles, reporting just 9.1% in goodwill and disclosed assets. About Brand Finance GIFT™ The Brand Finance Global Intangible Finance Tracker (GIFT™) is the world’s most extensive annual research exercise into intangible assets, considering 58,000 publicly quoted companies (with a total value of over US$100 trillion) across 179 jurisdictions. In its analysis, the Brand Finance GIFT™ 2018 report provides detailed insight into intangible value reporting by company, sector, and country. Consult the report document for graphs, executive commentary, and opinion pieces by our experts. Brand Finance helped craft the internationally recognised standard on Brand Valuation – ISO 10668, and the recently approved standard on Brand Evaluation – ISO 20671. Data compiled for Brand Finance reports are provided for the benefit of the media and are not to be used for any commercial or technical purpose without written permission from Brand Finance. See the full Brand Finance GIFT™ 2018 report here

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Ethics, Reputation and Public Relations go hand in hand

Published by Unai Admin

18/07/2025

Ethics, Reputation and Public Relations go hand in hand

Madrid, February 6th. Fake news and an inappropriate use of automated communications erode trust and reputations in our institutions. The current crisis in trust is diminishing the ability for organisations, institutions and governments to operate effectively in society. To counteract this and take a leading position on the global practice of public relations, several professional associations met in Madrid to explore possible enhancements to their codes of ethics that guide hundreds of thousands of professionals around the world. Participants in this global discussion on codes of ethics agreed to explore ways to enhance and elevate public relations´ reputation as the guardian of trust through the enhancement of codes of ethics and an agreement on an overarching set of principles to guide the profession. Through a collaborative effort, participants agreed to work on raising the standards for the public relations profession on a global scale. They recognize the need to launch a campaign around the importance of a trustworthy practice of public relations while also examining current codes. A task force of the organizations involved will examine in detail the building blocks that currently exist in how practitioners should practice public relations. We believe there is value in having a single set of principles and behaviours that everyone can promote. This will not replace existing individual association codes but will provide an agreement on an overarching set of principles. Participants and representatives International Communications Consultancy Organisation (ICCO) and Public Relations and Communications Association (PRCA). Francis Ingham, CEO and Director General, respectively. International Association of Business Communicators (IABC). Dianne Chase, Inmediate Past Chair. Public Relations Society of America (PRSA). Joe Truncale, CEO. African Public Relations Association and Public Relations Institute of Ireland (APRA and PRII). Justin Green, Global Ambassador and Vicepresident, respectively. Canadian Public Relations Society (CPRS). Sarah Hanel, President. Asociación Española de Directivos de Comunicación (Dircom). Montserrat Tarrés, President. Associaçao Portuguesa de Comunicaçao de Empresa (APCE), Paula Portugal, Managing Director. Fundacom. Teresa Mañueco, Board Member. European Public Relations Education and Research Association (EUPRERA). Ángeles Moreno, Executive Director. Corporate Excellence. Ángel Alloza, CEO. Richard Edelman, President and CEO Edelman Public Relations. Global Alliance for Public Relations and Communication Management. José Manuel Velasco, Chair. Jean Valin, founding member and Past Chair of the Global Alliance.

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