La reputación corporativa y el compromiso de las marcas es clave en un entorno incierto Published by Unai Admin 18/07/2025 Categories Alineamiento y cultura corporativa COVID-19 Storytelling & Narrativa Sostenibilidad & Responsabilidad Social Tendencias Consumidores Global Issues Corporate Excellence Stakeholder engagement Liderazgo Noticias Medios Sociales Marca Corporativa Reputación & Riesgos Reputacionales Tags compromiso marcas reputación intangibles visibility 25 thumb_up_alt 0
Approaching the Future 2017 recoge las tendencias clave en intangibles Published by Unai Admin 18/07/2025 Categories Storytelling & Narrativa Tendencias Indicadores no financieros Stakeholder engagement Reputación & Riesgos Reputacionales Tags canvas estrategias sostenibles approaching the future research centre of governance sustainability and reputation visibility 3 thumb_up_alt 0
Tales as communication tools Published by Unai Admin 18/07/2025 Tales as communication toolsTales have become a key tool in communication. In the new information ecosystem, where success depends on managing our influence over our stakeholders, associating tales with our brand and letting others tell our story has become key for undertaking effective and believable campaigns. Led by one of the greatest international experts in the field of storytelling, Antonio Núñez, Director of Y&R Brand Planning, Strategy and Management, the participants in the “Brand & Corporate Storytelling” workshop debated about how tales can be the way of communicating a brand and how different stakeholders can become our brand’s most important ambassadors, placing particular emphasis on the potential of employees in this context. A tale is a sequence of events that contains conflicts, emotions and provides sensations and plausibility. But a tale largely brings sense into our lives. According to Núñez, tales have many advantages because they provoke neuronal attention, virality; they are mnemotechnical and they involve participation; at the same time they generate community, cohesion, culture and a sense of fun. Storytelling techniques shake up traditional ways of communication in organisations, awarding stakeholders a star role as narrators of the organisation’s history. Success resides in finding tales that truly represent what the company is about and forge bonds with its key stakeholders. Categories Comunicación Storytelling & Narrativa Stakeholder engagement Marca Corporativa Tags storytelling comunicación stakeholders visibility 8 thumb_up_alt 0