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Digital Engagement: Shell case study

17/07/2025

Presentation by Björn Edlund, Arthur W. Page Society vice-president, one of the main associations for communication directors all over the world, about engagement in new digital contexts, in the presentation of the report El nuevo CCO: Transformando a las empresas en un mundo cambiante in Spain. It is a document that shows the need for a new way of leadership to successfully navigate a new context full of challenges: new competitors that enter the market and reinvent traditional business models, new ways of working, stakeholders' empowerment... One of the main roles that communication directors need to play is to create digital engagement with stakeholders. Björn presents the Shell case study.

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Influence of the Digital Environment in the Internal Communication: Siemens and ING Best Practices

Published by Unai Admin

17/07/2025

Social networks have reshaped the context in which companies' external communication takes place. Also internal communication is transforming itself rapidly and looks for the the best way to encourage their engagement and build a strong emotional link within the whole corporate project. Social networks have reshaped the context in which companies’ external communication takes place, but also internal communication is transforming itself rapidly: listening to employees is now the best way to encourage their engagement and build a strong emotional link within the whole corporate project. Document written by Corporate Excellence – Centre for Reputation Leadership, quoting María Cortina, Head of Corporate Communications and Government Affairs at Siemens Spain; Jos&eacu...

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Internal Communications Transform and Boost More Collaborative Processes: Bakinter, Orange and Repsol

Published by Unai Admin

17/07/2025

The new digital ecosystem had a strong impact in the way companies relate to citizens and customers. Nowadays, we are seeing how digital media and social networks are changing the way employees interact with their organizations. The new communication strategies try to boost their participation, collaboration and connection. This document was prepared by Corporate Excellence – Centre for Reputation Leadershop and contains references, among other sources, to the presentations of Asunción Soriano, CEO at Inforpress and Codirector at the Observatorio de Comunicación Interna e Identidad Corporativa of IE Business School; Guillermo Catalán, Manager of Internal Communications at Bankinter; Maika Monclús, Coordinator of Internal Communications in Repsol; Esther P...

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Corporate branding as a strategic platform to generate trust and establish co-creation processes: Repsol and Cosentino

Published by Unai Admin

17/07/2025

In a very short period, brands have evolved beyond being product and customer centred to direct their efforts toward the people companies make things for, but also people companies need to make things for. To strengthen the relationship with these people and gain their trust, companies need to promote creative and collaborative behaviours. Nowadays, corporate social responsibility goals are in every company’s agenda around the world and brands gain significance by making a difference in people’s lives. Brand experience is only valid when its meaning is not exclusively addressed to direct audiences: mostly customers but also suppliers, shareholders and employees. Document written by Corporate Excellence – Centre for Reputation Leadership, quoting Cristián Saracco,...

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Best examples of reputation management: international experience

Published by Unai Admin

17/07/2025

Creation of new corporate brands, integration of media analysis into the reputation management process, adjustment of reputation strategies to the new reality driven by digital technologies – these are just a few of the current trends that determine intangibles management globally. Three trends are on the reputation agenda today: strategy, the Internet and measurement. They are equally important and highlight the three goals that the reputation science is still trying to hit: reputation’s close ties with business results, projection of reputation into social networks, recommendations and direct experience, the need to demonstrate the value of reputation and the urge to measure it using the standards adopted by all professionals and companies around the world. This document wa...

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Pirelli: Managing Reputation Risks

Published by Unai Admin

17/07/2025

Coherence and transparency are key elements to gain and generate trust. The best companies are those who succeed in delivering both aspects. But, what happens when companies spot external threats or identify internal weaknesses that could lead to a crisis and damage their reputation? Crises commonly occur when one or more external events and one or more internal causes happen at the same time and in the same space. When threat and weakness clash, reputation is adversely impacted. Document written by Corporate Excellence – Centre for Reputation Leadership, quoting Elena Koumentakis, head of Corporate Reputation at Pirelli; Michelle Tesoro-Tess, managing director for Italy and Middle East; and Ángel Alloza, CEO at Corporate Excellence – Centre for Reputation Leadership d...

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FedEx: Trust as a Value and a Bridge Connecting People

Published by Unai Admin

17/07/2025

Projecting corporate culture from within outwards lies at the heart of reputation management and Federal Express (FedEx). FedEx is the largest U.S. company working in the area of package and freight transportation. It has a global reach, ensured by almost 300 airplaines and 300,000 employees, who represent the brand's spirit in the USA and more than 200 other countries, generating an annual revenue of USD 36 bn. In terms of corporate governance, FedEx defines itself as a company aiming to deliver a full range of transportation, e-commerce and management solutions to individual clients and businesses all around the world. The company, led by CEO Frederick W. Smith and his executive team, acknowledges the importance of reputation management for generating value in the long run. However...

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Vestas and a new model of humanistic capitalism

Published by Unai Admin

17/07/2025

Does the need to manage reputation in companies play a part in bringing about change in the economic and social model prevailing up to that moment? Should the Chief Communications Officer (CCO) be the one responsible for ensuring the long-term vision in the face of companies' short-termism, as well as for changing their relationship with the world? Vestas is a firm that is over a century old, with mainly Danish capital and fully listed on the stock market. The firm began trading as a manufacturer of aluminium windows, but then started making farming equipment, and finally, in the 1970s, in response to the oil crisis, it began exploring wind energy as a cleaner and safer energy supply resource. This document has been prepared by Corporate Excellence – Centre for Reputation...

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The case of Tetra Pak: Placing reputation at the heart of business strategy

Published by Unai Admin

17/07/2025

Many organisations include reputational management as part of their daily operations, integrating its principles and tools into corporate management to a greater or lesser extent. Yet few introduce the vision of reputation into the very heart of their business strategy, making it their main asset when taking business decisions. Tetra Pak is one of the few examples that can be made in this sense, which is a truly remarkable feat for an organisation whose aim, however paradoxical this may sound, is somehow to go unnoticed, at least for its own users: all those people who 460 million times a day use their recycled containers or cartons of milk, juice, shakes or tea for breakfast, lunch or dinner. This document has been prepared by Corporate Excellence – Centre for Reputation Leadershi...

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Siemens and the management of transparency: Restoring reputation in the wake of internal corruption

Published by Unai Admin

17/07/2025

It takes a long time to build up a good reputation but only an instant to destroy it. This may be because it is based on trust, which is very fragile and ephemeral, requiring care and attention. Integrity and compliance, regarding both pledges and standards, play an increasingly greater part in its appraisal and perception.In November 2006, the lid was lifted on arguably the biggest scandal involving a multinational corporation prior to the financial crisis and the Lehman Brothers case. An investigation that month revealed that a significant number of senior executives working for the German technology firm Siemens in several countries throughout the world had for years been paying illegal commissions to public servants in exchange for their support in the negotiation of multimillion-dolla...

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El impacto de la reputación en la satisfacción del cliente

Published by Unai Admin

17/07/2025

Documento de Buenas Prácticas elaborado por el Foro de Reputación Corporativa. Telefónica se ha propuesto dar el salto entre lo que podría llamarse “un activo potencial de reputación” y “un activo real de reputación”, que tenga un efecto medible en las ventas. Se trata de identificar aquellas “palancas” de gestión y comunicación de mayor impacto en la cuenta de resultados.

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Correos: Reinventing the postal system: how to build the online positioning of a paper company

Published by Unai Admin

17/07/2025

How can you develop and strengthen, in a short space of time, the digital positioning of an historic Spanish company such as Correos? How can you transfer a technological and innovative image, close to customer needs, by boosting a 2.0 digital identity linked to the revitalization and the repositioning of the brand? Document prepared by Corporate Excellence – Centre for Reputation Leadership with reference to, among other sources, the intervention of Alfonso Prieto (Manager of the Sales and Networks Area at Correos) and Salvador Suarez (Partner at Territorio Creativo) during the conference “Reinventing Correos: online positioning of a paper company” organized by the EOI Business School on 3r November 2011 in Madrid.

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The Case of Mahou-San Miguel, a Success Strategy for Commercial Brands

Published by Unai Admin

17/07/2025

What do product brands have to do in order to shorten the distance between themselves and the consumers, especially with the youngest segments of the market? Communication with these segments is becoming more and more difficult due to the new digital opportunities that furnish young people with more power and control over brands and distance them from traditional advertising. The document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the statements made by Angélica Hernández (Mixta’sBrand Manager), Chiqui Búa (CEO of Publicisin Spain) and Carlos Magro (Design Director at Interbrand Iberia)during the Branding Days event organised by the Complutense University in Madrid on January 17 ...

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Southwest Airlines: The quality management and a good customer service focused on the employees

Published by Unai Admin

17/07/2025

In a business where the key to success is based on passengers' turnover, Southwest has found a competitive advantage involving its employees with Southwest brand. Southwest Airlines is a North American low cost airline, with 38 years of profitability backing the Southwest experience. They also have thefewest number of complaints from consumers since 1987 and the largest number of passengers carried all over the country (more than 100 million per year). Document prepared for Corporate Excellence - Centre for Reputation Leadership quoting, among other sources, the interventions of Southwest Airlines in the fifteenth International Conference on corporate reputation, brand, identity and competitiveness held in New Orleans, May 2011.

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Sprint Nextel: The management of the brand for the benefit of reputation and corporate culture

Published by Unai Admin

17/07/2025

In a merger case, many companies find the continuity of the new company difficult due to the clash between corporate cultures. This is not the case of Sprint Nextel, who has known how to manage its brand by involving stakeholders and turning them into developers.Relating to its management, Sprint Nextel defines itself as “The Now Network”. Its CEO believes in corporate reputation and he boosts it by using RepTrak as an investigation tool and a key performance indicator. The challenge faced by the Communications Director is trying to convince the rest of directors that reputation management will bring long-term benefits. This means that, at this point, only the DirCom and the CEO firmly believe in the value of reputation, while the rest of the executive team is still somewhat sc...

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Ben&Jerry's: CSR challenges and opportunities when creating a business and making it grow

Published by Unai Admin

17/07/2025

Ben & Jerry’s has been one of the first firms in the US that from its outset applied the concept that would later be known as Corporate Social Responsibility to its business model. They decided to found an environmentally and financially sustainable company that would create the development they sought for all their interest groups, they put in place criteria that took account of the impact that these activities would have on society, on the environment (especially animals) and on corporate responsibility. Document prepared by Corporate Excellence – Centre for Reputation Leadership with reference to, among other sources, the intervention of Joan Fontrodona during the sessions of the Executive Education Program “Making Social Responsibility Work: The Cornerstone of Su...

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Novartis: The integration of social action and the management of foundations in the CSR policy

Published by Unai Admin

17/07/2025

What are the keys to make social work an important support in the development of Corporate Social Responsibility plans? In which manner do these policies align themselves with the activity and business of a company? How do we differentiate good social work from marketing with a cause or a collection of sponsorships? Those who have been stating for some time, as part of the confusion that still persists around this matter, that CSR centers its objective on the management of risks and also opportunities in the social, economic, environmental and labor spheres of organizations, are right. Document prepared by Corporate Excellence – Centre for Reputation Leadership with reference to, among other sources, the intervention of Antonio Argandona (Economics professor and holder o...

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Patagonia: Integrating CSR into business model creation and strategic management

Published by Unai Admin

17/07/2025

What makes a firm that sells sportswear and outdoor gear so successful in its environmental integration of business strategy? Can a socially responsible organization be built from surfing, a lifestyle that is very different, and create its own community?When Yvon Chouinard, the American son of French-Canadian parents, decided to create a sportswear manufacturing and sales business in California in the early 70s, he was sure of one thing: he wanted to keep climbing mountains and soaring over waves in his business life too. That is why the fi rm is named after the mountain region between Argentina and Chile and why it is involved in the protection of the nature parks in southern Patagonia, the Natural Austral Parks.Document prepared by Corporate Excellence – Centre for Reputa...

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Cases. Zara: Managing chain of value and driving CSR with consumers

Published by Unai Admin

17/07/2025

The fast fashion Spanish company Zara and its Inditex Group has become a milestone after revolutionizing its sector and has succeeded in becoming one of the few brands in the country which stands among the best in class in the world but, is it a responsible brand, has it been a pioneer in the control of the supply chain or in the establishment of an ecological label? There are several consumer trends in recent years which are especially infl uencing in a special manner the relationship that companies establish with their stakeholders, especially with their consumers and clients:

Convergence of middle class: exponential population growth and narrowing of social classes.

Low cost/free era: price is a key competitive factor.&n...

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La Fageda: A responsible, committed style of leadership

Published by Unai Admin

17/07/2025

What do leadership and personal responsibility have in common? And what do groundbreaking and positive business models have in common with a trace of madness? The case of the Spanish cooperative milk-products producer La Fageda, has a bit of all four: for nearly 30 years it has employed a group of people with learning difficulties and has opened up an important space in the local market. Is it possible to speak of corporative responsibility without mentioning personal responsibility? Of course it is. The sort of leadership, which enables a socially responsible business to exist, is based on a personal and responsible style. Responsible leaders are naturally optimistic, honest, committed, inspirational, holistic, consistent and coherent.Document prepared by Corporate Excellence –...

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Desayuno Making Measurement Matter!

Published by Unai Admin

18/07/2025

Desayuno de trabajo sobre métricas organizado por AMEC en colaboración con Acceso, Dircom y Corporate Excellence - Centre for Reputation Leadership. Richrd Bagnall, presidente de AMEC nos contará por qué este año el Global Summit será en España, estudiaremos el caso de Estée Lauder y cerraremos con una mesa redonda sobre la importancia de las métricas en comunicación corporativa.

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