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Key insights video. Approaching the Future 2022

17/07/2025

Video of the data of Approaching the Future 2022. Trends in reputation and management of intangiblesSummary video with key results of Approaching the Future 2022. Trends in reputation and management of intangibles.Ángel Alloza, CEO Corporate Excellence - Center for Reputation Leadership, and Clara Fontán, Director of Intelligence & Knowledge of Corporate Excellence - Center for Reputation Leadership, summarize the main ideas of the seventh edition of this study, which has established itself as an essential tool for understanding the main global trends in reputation and management of intangibles.In this new edition we observe how, after the impact of the pandemic, organizations are redefining their priorities to respond to a reality in full transformation chara...

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Video presentation. Approaching The Future 2022

Published by Unai Admin

17/07/2025

Relive the launch event of the Global Results of Approaching the Future 2022. Trends in Reputation and Management of Intangibles, which is annually prepared by Corporate Excellence – Center for Reputation Leadership and CANVAS Sustainable Strategies.Program:13:00 Introduction and welcoming remarks Ángel Alloza, CEO Corporate Excellence - Centre for Reputation Leadership Justin Green, President & CEO Global Alliance for Public Relations and Communication Management Clara Fontán, Director of Intelligence & Knowledge Corporate Excellence - Centre for Reputation Leadership 13:15 Approaching the Future: 2022 Key findingsÁngel Alloza, CEO Corporate Excellence - Centre for Reputation Leadershi...

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Executive Summary. Approaching the Future 2022

Published by Unai Admin

17/07/2025

Executive Summary. Approaching the Future 2022

This document summarizes the key ideas of the report Approaching The Future 2022. Trends in Reputation and Management of Intangibles.In this new edition we observe how, after the impact of the pandemic, organizations are redefining their priorities to respond to a reality in full transformation characterized by social and economic instability generated largely by the war in Ukraine, the growing social inequality or the climate emergency.Faced with this uncertain and unstable reality, the answer seems clear: advance in the activation and implementation of the corporate purpose and in the promotion of responsible leadership. These are the two trends that lead the ranking of priorities for this edition, which act as responses to urgent challenges and the need to positively impact the e...

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Trend Map. Approaching The Future 2022

Published by Unai Admin

17/07/2025

Infographic that summarizes the trends map in reputation and intangibles presented by the Approaching the Future 2022 study This study 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 in Spain and in Latin America. In this new edition we observe how, after the impact of the pandemic, organizations are redefining their priorities to respond to a reality in full transformation characterized by social and economic instability generated largely by the war in Ukraine, the growing social inequality or the climate emergency. Faced with this uncertain and unstabl...

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Teaser. Approaching the Future 2022

Published by Unai Admin

17/07/2025

Teaser video that highlights the most relevant trends in the current Approaching the Future 2022 ranking and the main variations in relation to previous editions. It is the seventh consecutive edition of a study that has established itself as an essential tool for discovering the main global trends in reputation and management of intangibles. Faced with this uncertain and unstable reality, the answer seems clear: advance in the activation and implementation of the corporate purpose and in the promotion of responsible leadership. These are the two trends that lead the ranking of priorities for this edition, which act as responses to urgent challenges and the need to positively impact the environments in which it operates. Consult here all the materials of the report.

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Top Key Findings. Approaching the Future 2022

Published by Unai Admin

17/07/2025

Top Key Findings. Approaching the Future 2022

This document visually synthesizes the key findings from Approaching The Future 2022, an annual report on trends in reputation and management of intangibles.This is the seventh consecutive edition of a study that has established itself as an essential tool for discovering the main global trends in reputation and management of intangibles.In this new edition we observe how, after the impact of the pandemic, organizations are redefining their priorities to respond to a reality in full transformation characterized by social and economic instability generated largely by the war in Ukraine, the growing social inequality or the climate emergency.Faced with this uncertain and unstable reality, the answer seems clear: advance in the activation and implementation of the corporate purpose and in the...

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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

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 globa...

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Approaching The Future 2021. Materials of the report and presentation

Published by Unai Admin

18/07/2025

Approaching The Future 2021. Materials of the report and presentation

Do you know the trends that mark the business agenda in 2021?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.W...

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Map of Trends: Approaching the Future 2021

Published by Unai Admin

17/07/2025

Map of Trends: Approaching the Future 2021

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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Presentation Video: Approaching The Future 2021

Published by Unai Admin

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 professionals, ...

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PPT Global Results. Approaching the Future 2021 International Launch

Published by Unai Admin

25/07/2025

PPT Global Results. Approaching the Future 2021 International Launch

This document contains the graphs and data from the report Approaching the Future 2021: Trends in reputation and management of intangibles, the full version of which you can consult here. The presentation of results emphasizes the main ideas of the report as a practical and essential tool to understand and navigate correctly in this new In 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. Approaching the Future has had the contributions of more than 500 professionals, as well as in-depth interviews with 8 great experts who give us their opinion on the most relevant trends that impact the business landscape. It has been developed by Corporate Excellence - Centre for...

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Approaching The Future 2020. Materials about the report and presentation

Published by Unai Admin

18/07/2025

Approaching The Future 2020. Materials about the report and presentation

This edition is very special as Approaching the Future is celebrating 5 years of dynamic context analysis and continuous monitoring of the pulse and vision of experts. In this edition, 300 professionals have given us their opinion on the most relevant trends that impact the business world. The report, in turn, integrates social perspectives obtained through analysis of qualitative and quantitative studies conducted by the Chair of Intangibles Metrics & Management at the University of Malaga (UMA) and Corporate Excellence - Centre for Reputation Leadership. The study and analysis of trends in reputation and intangible management we have undertaken over the years has highlighted the emergence of a new normality characterised by constant change and uncertainty. From the climate eme...

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Approaching The Future 2020. Materials about the report and presentation

Published by Unai Admin

18/07/2025

This edition is very special as Approaching the Future is celebrating 5 years of dynamic context analysis and continuous monitoring of the pulse and vision of experts. In this edition, 300 professionals have given us their opinion on the most relevant trends that impact the business world. The report, in turn, integrates social perspectives obtained through analysis of qualitative and quantitative studies conducted by the Chair of Intangibles Metrics & Management at the University of Malaga (UMA) and Corporate Excellence - Centre for Reputation Leadership. The study and analysis of trends in reputation and intangible management we have undertaken over the years has highlighted the emergence of a new normality characterised by constant change and uncertainty. From the climate eme...

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The convergence of brand purpose and data ethics

Published by Unai Admin

17/07/2025

The last decade has seen mounting consumer demand for brands to deliver greater transparency and societal value throughout their businesses. CSR has shifted from a siloed activity to being seamlessly integrated into brand comms, largely driven by stakeholder demand. Consumers want brands to act with purpose and deliver positive social change for a better world. Brands that are doing this effectively are exceeding marketing KPIs, outperforming their competitors and generating triple bottom line growth. So doing-good makes good business sense. Yet, the data-driven marketing industry is under scrutiny driven by various data privacy scandals which are raising uncomfortable questions around how marketers access, use and share consumers’ personal data. This has created an environment wher...

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What does your brand stand for? Why purpose is key to competitive agility

Published by Unai Admin

17/07/2025

In an era of radical visibility, technology and media have given individuals the power to stand up for their opinions and beliefs on a grand scale. This power, reflected in everything from the #MeToo movement to the growing intolerance for “fake news,” is infiltrating every aspect of people’s lives, including their purchasing decisions. Companies are under the spotlight like never before as they struggle for competitive advantage in the context of this reality. Their customers aren’t just making decisions based on the stalwarts of product selection or price. They’re now assessing what a brand says. What it does. What it stands for. Accenture Strategy’s global study of nearly 30,000 consumers found that 62 percent of customers want companies to take a s...

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Approaching The Future 2019

Published by Unai Admin

25/07/2025

Approaching the Future: Trends in Reputation and Management of Intangibles identifies the most relevant trends that mark the business agenda in global matters, reputation and brand, sustainability, ethics and transparency. In the 2019 edition, the consultation and research carried out with more than 200 executives and professionals from member companies of Corporate Excellence and Dircom partners stands out, to prioritize key trends and identify projects and initiatives promoted by organizations in these areas. In addition, as a novelty this year, the application of artificial intelligence techniques is incorporated to analyze the relationship between managers' evaluations and the projects and initiatives that organizations are currently developing. This analysis, carried out thanks ...

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How to modernize an established brand to drive growth

Published by Unai Admin

17/07/2025

The key to Wendy’s successful transformation? Staying true to the brand while using data to better serve customers. Modernizing a cherished brand without alienating
a loyal customer base or losing market share in a hypercompetitive marketplace is challenging. The hurdles include continuing to drive and maintain growth, choosing the right ideas for big results, knowing the customer, and innovating while staying true to the brand’s roots. Kurt Kane, chief concept and marketing officer at Wendy’s, spoke with McKinsey partner Stacey Haas and discussed how the restaurant chain tackled these challenges.

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Culture for a digital age

Published by Unai Admin

17/07/2025

Risk aversion, weak customer focus, and siloed mind-sets have long bedeviled organizations. In a digital world, solving these cultural problems is no longer optional.

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The most relevant brands in the United States

Published by Unai Admin

17/07/2025

At Prophet, we believe that the strongest brands are the ones that are relentlessly relevant and are making a difference in consumers’ lives. We surveyed nearly 15,000 customers about 300+ brands across 27 industries to develop our consumer-based Brand Relevance Index. What’s brand relevance? In an era of expanding customer expectations and constant competitive change, brands must continually find new ways to engage and delight people in order to win. Those that do are what we call relentlessly relevant, always seeking deeper and steadier connections to their customers. Relentlessly relevant brands engage, surprise and connect. They delight, disrupt and deliver. They are restless. They push themselves to earn and re-earn customers’ loyalty — and they define ...

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Anatomy of Growth

Published by Unai Admin

17/07/2025

Growth is human, it’s natural, and it’s as vital to businesses as it is to people. But in today’s global market, growth is increasingly multidimensional and holistic—it’s about getting creative and strategic, and using brands to drive the development of products, services, and experiences with the customer at the core. And that takes understanding the true nature of your brand and its relationship to business growth. Brands are the way people interact with and experience businesses. But brands are complex because they are created by complex organizations, where it requires everyone and everything to work together in order to create—and live up to—people’s expectations. When brand leads the creation of an organization-wide experience, it can ...

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Corporate Excellence launches an app for managing intangible assets content

Published by Unai Admin

18/07/2025

Madrid, January 30, 2013. Corporate Excellence - Centre for Reputation Leadership has developed an app to help users to manage and share content on intangible assets. The app, for smartphones and tablets, makes easier the management of content from this think tank on reputation, brand, communications, public affairs and non-financial metrics. The app is free. The app has been named Corporate Excellence and is structured as a library. From the 1st of February, users will have access to 70 documents on strategy and 50 videos of experts explaining intangible assets issues, as well as workshops held by this think tank. The app also features an event section where the user can find activities from Corporate Excellence as well as other activities related to the management of inta...

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Corporate reputation, an increasingly important factor in making a purchasing decision

Published by Unai Admin

17/07/2025

Two out of three consumers decide to avoid a commercial brand if they don’t trust the activities of the company behind this brand: according to the research held by Weber Shandwick, 70% of the respondents said that their purchasing decision depends not only on the characteristics of the product, but also on the reputation. The reputation of a company is more important than ever: not only it lures capital and talent or protects in the times of crisis, but also creates an essential trust credit that can be used by a company for marketing its products. This opinion is shared by consumers and managers of companies in the consumer goods sector on the international level, and is based on the reputation of the corporate brand which then drives commercial brands of the products and se...

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EUROPEAN COMMUNICATION MONITOR 2019

Published by Unai Admin

18/07/2025

The European Public Relations Education and Research Association (EUPRERA) is an autonomous organization with about 500 members from 40 countries interested in the development of research and scientific knowledge in strategic communication. Various transnational and comparative research and educational projects are carried out through the affiliated universities. In order to disseminate new methodologies and research results, each autumn EUPRERA organizes a well-known annual congress in collaboration with a selected university within Europe. The European Communication Monitor 2019 study in its thirteenth edition, once again explores the trends in the communication management sector. The survey explores trust in communications, the challenges of transparency, as well as Artificial Intelli...

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Foro de Tendencias de Comunicación de Marca

Published by Unai Admin

18/07/2025

Jornada organizada por LLORENTE & CUENCA en la que colaboramos junto al Foro de Marcas Renombradas, el IE Business School y Dircom para reflexionar sobre cómo responder a la creciente preocupación de los consumidores por el rol de las empresas, la pérdida de confianza o la progresiva desconexión de consumidores y marcas.Más información

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