We have created a unique knowledge ecosystem to generate applied innovation

our ecosystem

The essence of our collective identity resides in our ECOSYSTEM OF ALLIANCES AND COLLABORATION in which academics, consultants, and professionals participate. The creation of this solid network of alliances and collaboration nodes throughout all these years has allowed us to advance in the field of intangibles and consolidate concepts, create and implement management models and tools, and establish indicators and standards in measurement and reporting

R+D+I MODEL TO CREATE MANAGEMENT TOOLS AND MODELS

Our R+D+I model is based on generating alliances with leading experts and internationally acclaimed figures in Corporate Excellence’s activity areas. Jointly we promote our R+D+I and research projects and compare obtained information to our members’ experience.

This first step of innovative cooperation allows us to validate our models and promote the creation of international standards that will strengthen intangibles’ management worldwide.

ROAD MAP FOR INTANGIBLES’ MANAGEMENT

initial stage

STEP 1: PURPOSE DEFINITION & BEHAVIOUR ACTIVATION

Identify key stakeholders and their specific touch points.

Definition of identity and purpose (mission, vision and values).

Purpose implementation and activation.

Foundation for differentiation and corporate reputation.

STEP 2: MEASUREMENT

Systematically measuring reputation, brand strength, internal reputation among employees and other key stakeholders.

Creating a non-financial scorecard and evaluating the positive impact of intangible assets in the business.

control stage

STEP 3: ORGANISATIONAL MODEL

Organizational transformation to be able to address the expectations of the stakeholders by integrating them on decision making processes.

Through breaking the silos and building bridges across departments.

STEP 4: NON-FINANCIAL INDICATORS & BALANCED-SCORECARD

Add non-financial indicators to traditional financial indicators and link them to compensation programme.

Indicators that should be included in the company core strategy are:

  • Reputation
  • Brand Equity
  • Employee engagement
  • Employee satisfaction
  • NPS - Net Promoter Score

    • Advanced stage

    STEP 5: VALUE CREATION – TRUST & SUSTAINABLE DIFFERENTIATION

    Development of a sustainable differentiation that is unique and helps obtaining social legitimacy and trust.

    Know-How developed over 15 years of business practice by Corporate excellence centre for reputation leadership.

    Innovation and Knowledge Network
    Scientific Comittee

    Luis Abril

    Experto en intangibles

    Juan José Almagro

    Exdirector general
    MAPFRE

    Alberto Andreu

    Profesor asociado
    Universidad de Navarra

    Paul Argenti

    Profesor Comunicación Corporativa
    Tuck School of Business

    Marijke Baumann

    Directora
    Corporate Communication Centre & Executive MSC in Corporate Communication

    Juan Benavides

    Catedrático
    Universidad Complutense de Madrid

    Roger Bolton

    Presidente
    Arthur W. Page Society

    Andrea Bonime-Blanc

    CEO y fundadora
    GEC Risk Advisory

    Jorge Cachinero

    Global Advocacy & Government Relations
    IRU

    Enrique Carreras

    Profesor CEU
    San Pablo

    Craig Carroll

    PhD Professor Visiting Scholar &
    Adjunt Professor
    NYU

    Ana Casado

    Profesora
    Universidad de Málaga

    María Fernanda Castillo

    Senior Brand Consultant
    Europe & Latin America

    Joan Costa

    Comunicólogo y Catedrático
    Universidad Iberoamericana de México

    Macarena Estevez

    CEO y socia fundadora
    Conento

    Charles Fombrun

    CEO
    Reputation Institute

    Justin Green

    Presidente
    Global Alliance

    Anne Gregory

    Profesora
    Universidad de Huddersfield

    Oriol Iglesias

    Profesor
    ESADE

    Nicholas Ind

    Profesor EUR, Stockholm University & Copenhagen Business School

    Antonio López

    Presidente de honor DIRCOM
    Asociación Directivos de Comunicación

    Mariano Maqueda

    Socio fundador
    Punto de Fuga

    Juan Manuel Mora

    Vicerrector Comunicación
    Universidad de Navarra

    Juan Díez Nicolás

    Presidente y fundador
    ASEPs

    Xavier Oliver

    Profesor
    IESE

    José Ignacio Peláez

    Profesor Universidad de Málaga
    Director Cátedra de Métricas y Gestión de Intangibles

    Italo Pizzolante

    Socio fundador
    Pizzolante

    Fernando Prado

    Experto en Gestión de Marca
    y Reputación Corporativa

    Josep Santacreu

    CEO
    DKV España

    Majken Schultz

    Profesora de Comunicación
    Copenhagen Business School

    Terry Tyrrell

    Cofundador
    The Brand Union

    Cees Van Riel

    Director Reputation Forum Netherlands
    Profesor de RSM Erasmus University Rotterdam