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Map of Trends: Approaching the Future 2021

17/07/2025

One year after the start of the pandemic, we published a new edition of Approaching the Future 2021: Trends in reputation and management of intangibles, with the aim of helping companies and all professionals to discover the evolution of the main trends that mark the present and future of organizations and to make decisions in an uncertain, complex and changing world that requires a profound transformation. Approaching the Future is presented as a practical and essential tool to know and navigate correctly in this new reality, identifying the 15 most important issues today and in the future, as well as the procedures that organizations are implementing to respond to these challenges, with special focus on Spain and Latin America. We have had the contributions of more than 500 professiona...

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Building Universities Reputation

Published by Unai Admin

17/07/2025

Document prepared by Corporate Excellence - Centre for Reputation Leadership. It contains references, among other sources, to the book Reputación de Universidades published by EUNSA in 2015, and coordinated coordinated by Juan Manuel Mora, the vice-chancellor of Communications at the University of Navarra and professor of the College of Communication Sciences. In this document you will learn what university reputation is, how is it shaped and by whom. This insight explains that having a good reputation helps universities attract and retain resources, although not all activities have the same impact on the reputation of the institution or the rankings. It also offers a solution to overcome the dichotomy between standardisation/differentiation.

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Company 2.0: employees as brand ambassadors

Published by Unai Admin

17/07/2025

This document analyses how to implement the right employee engagement strategies and claimed the importance of considering them as key brand ambassadors in the digital context. This document was developed by Corporate Excellence – Centre for Reputation Leadership based on the event «Company 2.0: Employees as brand ambassadors», which took place on 25th November 2015.

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I am Story Maker

Published by Unai Admin

17/07/2025

This document provides the main ideas exposed at the congress "I am Story Maker" about business narrative, leadership and innovation. It also includes an analysis of the predictions for the upcoming years and explains what are the most important questions to take into account when building a good story. Besides, it uses practical examples of well-known companies, such as Kodak, Starbucks, Apple or Toyota so that we can more clearly understand the different approaches that the speakers defended. Document prepared by Corporate Excellence – Centre for Reputation Leadership quoting, amongst other sources, the Congress "I am Story Maker" that took place in Madrid in 2015.

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Strategic Management of Public Affairs

Published by Unai Admin

17/07/2025

Management of pubic affairs fosters reputation intelligence and offers more information so that companies can make better decisions. It also helps understand the political, social and business context and allows strategic action plans to defend their interests and meet the expectations of their stakeholders. This insight explains the advantages of having a public affairs strategy and what are the necessary steps to integrate it into the global strategy of the company. It also describes the goals (reputation, business and organization ones) to be considered to develop necessary actions. Document developed by Corporate Excellence – Centre for Reputation Leadership and public affairs consultancy Political Intelligence, quoting, among other sources, the book Lobbyists, Government...

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Communicate Innovation and Innovate in Communication

Published by Unai Admin

17/07/2025

Communicate Innovation and Innovate in Communication

Nowadays, innovation needs to be an integral part of any organization willing to operate in the current market. Thus, companies need to develop innovation strategies in general and communication strategies in particular to successfully adapt to the needs of key stakeholders. To be unique and have a profitable business, firms need to be creative and innovative. This document explains some of the methodologies applied to achieve it, such as Design Thinking, Insight Led InnovationorLean StartUp. Channels to reach the target audiences have changed and hence platforms and relationships with stakeholders have been transformed as well. This insight includes principles that are key to place innovation at the service of communication. Document developed by Corporate Excellence – Centre fo...

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Millennials, employees of today and tomorrow

Published by Unai Admin

17/07/2025

Millennials, employees of today and tomorrow

Companies need to take account this new generation of millennials, not only because they constitute a market opportunity but also because they emerge as a qualified workforce and fundamental stakeholder. This is why it is so important to know how to attract, retain and manage their talent. Millennials demand innovation, flexibility and empowerment. This insight analyzes what millennials are like, their competitive advantages and how companies can attract and manage their talent. Data published by consultancies such as ATREVIA about millennials suggest that companies need to adapt themselves to this new generations to be able not only to survive but achieve leadership. Document prepared by Corporate Excellence – Centre for Reputation Leadership, and among other sources, contains re...

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Building a Unique Reality: The Power of Language

Published by Unai Admin

17/07/2025

Building a Unique Reality: The Power of Language

Language builds up our reality, establishes how we relate to others and influences our plans and goals. People want to tell their stories. Same thing happens with brands. In the current context, a brand needs to adapt, compete and be unique and telling stories is a powerful tool to do so, to reach the stakeholders and make them aware of the corporate goals and values so that they can provide the company the licenses to operate. Thus, business narrative is set up as a tool to inspire organizations and get them move. When business narrative is correctly applied, the social leadership ability of companies is reinforced. Non-verbal body language also plays a key role in corporate communication. It is not only a matter of words, people communicate in a very powerful way with their body. The...

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Transformations in the purchase funnel: How the marketing and communication strategy affects the launch of a product or service (Acceso & Corporate Excellence, 2015)

Published by Unai Admin

17/07/2025

Transformations in the purchase funnel: How the marketing and communication strategy affects the launch of a product or service (Acceso & Corporate Excellence, 2015)

The Internet and other new technologies have given a voice to consumers. In the current purchase funnel what they say and do matters, creating a more complex context where earned media plays a major role.

Marketing and communication officers have lost influence in this new context. Nowadays, consumers worry about the quality of the product as much as about the values of the brands they are relating to. Thus, to better understand the needs of the stakeholders and be able to better respond to them, companies need to start a dialogue with the society in the different channels available. Consequently, earned media is at the center of the scene and playing a major role in all the stages of the purchase funnel. In this sense, new technology applications and Big Data can be very helpfu...

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#ReputationDay. Advances in reputation management

Published by Unai Admin

17/07/2025

Corporate reputation not only must create value but also act as a protective shield against crisis. To understand how corporate reputation influences the business outcomes, companies need to promote positive attitudes towards the brand and mitigate potential risks. Many companies begin to understand that their reputation is one of the major resources to generate and protect their value. The first meeting of Reputation Day has concluded with a clear point: unique companies lead by reputation; this is, by the recognition their stakeholders give to them. This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources, contains references to the presentations of Toni Ballabriga, Global Head Responsible Business at BBVA; Fernando Prado, Man...

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Achievements and Trends in Communication: World Public Relations Forum (WPRF) Key Ideas

Published by Unai Admin

17/07/2025

This document explains how the current intangible economy provides a great opportunity for companies. It includes the main points discussed at the World Public Relations Forum 2014. In every communication, it is very important to be aware of our identity as company, of our stakeholder's expectations and social issues. This is the only way to be able to make better decisions and create business projects that are sustainable in the long term and capable of value creation. Management of intangible assets, in particular how the strategy is communicated, enables companies to influence attitudes and generate value behaviours. To do so, it is important to earn our stakeholders' trust and get their involvement by actively listening to their expectations and focusing on the values we shar...

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A New Corporate Communication: Influence, Character and Purpose

Published by Unai Admin

17/07/2025

Traditional communication is giving way to innovative approaches and tools that are shaping a new kind of communication focused on people, which it views as stakeholders rather than public in general. Communication structures in organizations shift their focus from talking and discussing to listening and learning. Thus communication is transforming into a dialogue, leaving behind the times when it was considered a one-way process and a monologue. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources, contains references to the statements made by Daniel Tisch, Global Alliance’s President for Public Relations and Communication Management; Janet Voûte, Nestlé’s Global Director for Public Affairs; Go...

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Ethical leadership: solidarity, respect and dialogue are essential values to promote social change

Published by Unai Admin

17/07/2025

The clash between economical and social elements caused by the big global economic crisis we are supporting over the last years, forces us to think about alternatives to face the new context ensuring equity and justice. In this regard, ethics are one of those possible initiatives, even if the use and abuse of the term have hollow out its real meaning. In the institutional area, the academic field and private sector, a new framework is demanded for economy to grow and develop itself. This new framework sets aside the short-term vision imposed by financial markets and gives more importance to sustainable growth goals for the long-term, including issues of general interest. Ethics seem to be, once again, the backbone of a new system based on two big pillars: social and environmental ethics. ...

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

Published by Unai Admin

17/07/2025

The phenomenon of co-creation is becoming more and more widespread in the world of large companies, where it plays an important role in building relations and generating value. Some authors and experts confirm that the most successful companies, characterized by a high level of recognition, strong presence on the market and international footprint, often co-create their products and services with their stakeholders. This means that instead of adapting products to the needs and expectations of stakeholders, companies actually involve stakeholders in the process of product development. The document was prepared by Corporate Excellence – Centre for Reputation Leadership based on the article titled Building Brands Together: Emergence and Outcomes of Co-Creation published in California ...

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More conscious and coherent brands: building reputation from within

Published by Unai Admin

17/07/2025

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

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New Horizons and Prospects in Strategic Management of Corporate Reputation

Published by Unai Admin

17/07/2025

Organizational values, often viewed as a set of theoretical principles, should turn into real attitudes and behaviours grounded in everyday life and interaction with different stakeholder groups. Companies’ efforts to improve work conditions for their employees, product use conditions for their consumers and life conditions for their communities are commitments that companies have to make tangible and visible by applying specific programmes that may truly change people’s everyday lives. This document was prepared by Corporate Reputation – Centre for Reputation Leadership and among other sources contains references to the statements by Àngel Pes, Deputy General Director and Director for Corporate Responsibility and Brand at CaixaBank; Pilar Marqués, Repsol&...

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A New Information Environment: from Persuasion to Influence

Published by Unai Admin

17/07/2025

Communication and technology are proving to be the true engines for progress nowadays. Today, the big challenge for companies is to understand and manage their context. The main task of communication departments and technology solutions providers is joining effort and value, and quantifying how much communication adds to the final result balance. All of this adds up to the need of redefining the individual’s function within the organisation, providing more independence and orienting their focus towards innovation and added value. This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Jose Luís Polo, Territorio Creativo’s funding partner; Patricia Salgado, Digital...

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Internal, External and Digital Presence of the CEO Is Becoming More and More Important for Corporate Reputation

Published by Unai Admin

17/07/2025

The current age of hyper transparency requires more public presence of corporate managers. In today’s business world, some of the most valued behaviours include taking part in events, being accessible to the media and available in social networks, sharing new insights and trends, playing a visible role in society or featuring on the corporate video channel. A huge majority (81 % ) of executives report that it is important for CEOs to have a visible public profile for a company to be highly regarded. Visible CEOs are more able to increase and improve the reputation of their company. Thus, they have to be present in the internal sphere with employees, in the external field with customers and shareholders, and in the digital realm with the society as a whole. Document written by...

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Gender Diversity and Leadership

Published by Unai Admin

17/07/2025

Promoting multidimensional teams has a positive impact on business outcomes. Female presence in company’s executive boards is essential to build successful and long-term oriented business projects. The highly topical subject of gender diversity and leadership was discussed at the meeting Chief Communication Officer and companies, committed to equal opportunities and diversity held by Woman’s Week foundation and the Association of Directors of Communication in Spain (Dircom). This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Joaquín Mouriz, Brand, Communication and Marketing director at Cetelem; José Romero Chief Communication Officer at Vodafone and M...

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Building Bridges Between the Society and Companies is Key to Recovering Trust and Leadership

Published by Unai Admin

17/07/2025

The current context of social, technological and environmental changes presents great opportunities to all managers responsible for communication. Instead of passively watching the change of epochs, these professionals should be the drivers of changes. All this implies challenges for the communication research, studies, and practice. Besides, it highlights the need to unify developments in the professional and academic communities in order to establish reliable bridges between different social actors. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements of Elena Gutiérrez García, Deputy Director of the Master Programme on Political and Corporate Communication (MCPC), Navarra ...

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Insights & Trends. Communication that Adds Value in the Process of Business Expansion

Published by Unai Admin

17/07/2025

Communication has become the driver of organizational changes: it opens access to new markets and areas. In the current context, value is added by using the criteria of ethics and responsibility in corporate communication – it is an indispensable tool for a company willing to expand into international markets and strengthen its position there. Another fundamental factor is coherence of corporate actions: they should be aligned and based on the company’s vision, mission and values. Expanding implies multiplying the process of organizational management: building relations with numerous stakeholders, working with a larger number of employees in different work areas, numerous facilities, etc. This process translates into opportunities, recognition and benefits, but at the sa...

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Innovation as Key to Successful Brand Management

Published by Unai Admin

17/07/2025

Are innovative brands more valuable? Can incremental innovation increase value or is it necessary to introduce immediate and radical changes? Does innovation refer only to products and services or does it affect all corporate processes? This document analyzes the relationship between innovation and brand´s success and it has been prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements by Tim Oliver Brexendorf, co-editor of The Journal of Brand Management, Director of Henkel Center for Consumer Goods and lecturer at WHU-Otto Beisheim School of Management in Düsseldorf and Vallendar (Germany), made during the Brand and Innovation Interdependence workshop held by ESADE-CREAPOLIS in 2014.

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Aligning Corporate Strategy With Risks in Order to Avoid a Crisis

Published by Unai Admin

17/07/2025

As a result of current instability in the business world, organizations should be able to anticipate changes and have coherent responses at hand, in line with their strategy and goals. Even if the corporate strategy is well thought-over and perfectly executed, the speed of changes in the markets may undermine business, which means that the universe of risks is expanding. In this scenario, it is essential to align the strategy with business risks. Effective risk management may help to protect the value of assets in any company. Besides, it helps to create value, build good relations, increase profit and improve competitive positioning. Application of best practices mitigates uncertainty and volatility. All this means that risk management improves overall management and expands the scope of...

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

Published by Unai Admin

17/07/2025

Are top managers aware of the importance of corporate branding? Who is responsible for managing the Master Brand in organizations? To what extent does the corporate brand facilitate international expansion? Branding as a professional area has gained importance in the last few years in Spain, but there is still a long way to go: many participants of the business community still confuse brand with its visual representation (84 %), most of the companies still don’t have a team dedicated to brand management (54.3 %), corporate culture is not sufficiently promoted/shared internally (39 %), key vendors are predominantly designers (71 %) and engagement of the top management is insufficient (29 %). This document was developed by Corporate Excellence – Centre for Reputation Leadership...

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Positive Influence of a Strong Reputation on a Company’s Economic and Financial Results

Published by Unai Admin

17/07/2025

Do good deeds have a positive economic result? A heated debate over excellence, reputation, CSR and their impact on performance is still raging in the academic and professional communities: it is possible to find a balance of body and soul, tangibles and intangibles, business story and the bottom line? Professionals responsible for intangible assets and those in charge of finance are a good reflection of this dual reality that frequently makes Board members and Management Committees take difficult decisions: should we prioritize strong economic results or strengthen our position on the market? But does a good decision of this kind always imply a choice between the two parts of this equation? This document was prepared by Corporate Excellence – Centre for Reputation Leadership...

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Building Shared Beliefs: the Role of Communications Director in Corporate Communication of the Future

Published by Unai Admin

17/07/2025

Building Shared Beliefs: the Role of Communications Director in Corporate Communication of the Future

The communication function should strengthen its role in organizations by undertaking more responsibilities, which should include not only distribution of messages among different stakeholders or maintaining relations with them, but also the task of shaping and defining the nature and identity of the entire organization. Is there a viable alternative to what came to be known as traditional communication? Can stakeholders’ perceptions of brands be modified via communication? It is true that the digital world and the Internet constitute a new challenge that changes absolutely everything? What motivates different stakeholders to make recommendations to their friends? What should be the basis for innovations in communication in order to face and integrate all changes that are taking pla...

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Insights&Trends. European citizen participation: increasing citizen identification with the European Union

Published by Unai Admin

17/07/2025

The best way to guarantee the reassessment of the European unification process, its renewal and updating is giving greater visibility and prominence to the achievements of Europe, as well as promoting procedures of citizen participation and interaction with institutions and community organizations.Education and training of Europeans are the key parts of the project “Upgrading Europe 2012- 2015”, which, along with a substantial improvement in communication and collaboration between the institutional levels of state members, make up the main nexus when increasing the role of citizens in the process of building the European Union.This document was prepared by Corporate Excellence – Centre for Repuation Leadership and contains references, among other sources, to the statements made by Jaume Du...

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How to Implement a Strategy of Transparency

Published by Unai Admin

17/07/2025

This technical note wasdeveloped by Corporate Excellence – Centre for Reputation Leadership based on the workshop titled How to Implement a Strategy of Transparency: Ethics as a Way to Creative Transparency and held in Madrid jointly with Navarra University in October 2012. Content: 1. Introduction 2. Takeaways 3. Content 3.1 The process of creating transparency 3.2. Reputational damage and the role of fans 3.3 Social networks’ impact on reputation 4. Appendices: - Programme: How to implement a strategy of transparency. Ethics as a way to creative transparency. - Presentation: How to implement a strategy of transparency. Ethics as a way to creative transparency. - Full wor...

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Paradigm Shift: From Total Communication Control to a Dynamic, Open and Interactive Conversation With Stakeholders

Published by Unai Admin

17/07/2025

Communication is undergoing drastic changes, and professionals have to adapt to them. In view of this context, one may refer to the ideas of Charles Darwin, who said that those who adapt to changes will survive, while those who lead these changes will dominate. The communication paradigm is currently shifting from the state where professionals held the monopoly over the discourse and unilaterally chose the content, the audience and the channel. Communication profession and practice has evolved from total control to a dynamic, open and interactive conversation. Today, talking to one’s stakeholders is not an optional task – the entire organization should approach its stakeholders and create better relations through “personification” of brands. This document was deve...

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Brand Journalism: a Value-generating Technique

Published by Unai Admin

17/07/2025

The processes of brand creation, development and positioning have changed a lot due to the changes in the environment. At the same time, the public and stakeholders grow increasingly diverse, active and omnipresent. This multifaceted reality gave rise to multiple channels that people use to access information and interact. In this context, the most important challenge is to find the right meeting point between the brand and the stakeholder. Multichannel and multistakeholder have turned into buzz words because among other benefits they urge companies to know more about their stakeholders and break them down into groups by information channels that they use. This allows companies to adjust their messages to each group and create a unique dialogue with each group. In the search for imp...

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Best practices and future challenges in Corporate Reputation management

Published by Unai Admin

17/07/2025

Most of the efforts aimed at improving corporate reputation today are focused on the impact that reputation has on business, gauging this impact and obtaining the information necessary for defining reputational strategy and placing intangibles in the centre of the overall business strategy, overcoming divisional barriers. However, it may be even more challenging and important to overcome divisional barriers that exist within organizations, establish processes and procedures for reputation management and tap into the research on intangibles management. Executives responsible for managing intangible assets will have to face these challenges in the near future. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains ...

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

Published by Unai Admin

17/07/2025

Brands draw not only on meanings and values, but also on the five senses and associated physical sensations: hearing, touch, sight, smell and taste. This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Andrés Aguilar, General Director of FolliFollie Spain; Beatriz Navarro, Marketing Director of Starbucks Iberia; Manuel Román, Marketing Director of YouTube Spain; and Marcos Marrodán, Brand Director at BBVA, made during the Branding Days event organised by the Complutense University of Madrid jointly with Interbrand and Corporate Excellence on March 13 and 14, 2013 in Madrid.

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