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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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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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The Impact of digital and social media on reputation management

Published by Unai Admin

17/07/2025

  What changes when we lose or gain reputation? What remains the same? What elements make the organisations of today sustainable? What roles do purpose, social license and the guarantee of trust play? What is the role of the new Chief Reputation Officer in management along with the corporate strategy and reputation?   The emergence of the digital world in these past years is changing what represents a good corporate reputation. The expectations that companies create based on what they say are much more relevant since the Internet allows stakeholders the possibility to constantly and deeply scrutinize. Document prepared by Corporate Excellence – Centre for Reputation Leadership. It contains references, among other sources, to the book The Reputable Firm: How Digitalizati...

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

Published by Unai Admin

18/07/2025

Madrid, 20.03.2012. Social networks are changing the way in which consumers relate themselves to the brands. Out of 1,600 mn people currently present in social networks, 33% have a brand as a friend, 47% write about brands, 78% read the comments made by other users about brands and 80% use the Internet in order to find information about products and services before buying a product.   These are some of the main findings of the study titled Digital Life, prepared by the consulting firm TNS and spanning 60 countries. The study was presented yesterday in Madrid to a panel of 20 leading Spanish experts in the field of brand management via social networks.  According to the study, despite the fact that 54% of consumers believe that social networks are a good source of info...

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Trust is key for building the reputation

Published by Unai Admin

18/07/2025

Trust is key for building the reputation

Madrid, January 26, 2012. Trust in companies, governments and NGOs decreased significantly in Spain, according to the results of Edelman’s Trust Barometer 2012, a report presented today in Madrid in the Spanish office of the European Commission. The study reveals a sharp decline of trust in governments, year on year (27 points). Business also demonstrates a decrease in the level of trust from 53% to 32%. According to Alan VanderMolen, President and CEO of Edelman Global Practices, this may mean a great opportunity for companies. In terms of industries, Technology companies are still the most trusted companies in Spain (72%), followed by the sector of Food and Beverages (67%). Financial Services and Banking are the least trusted sectors, coming in the last two lines of the rat...

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