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closeIn 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, funding partner and CEO at Allegro234; Juan Luis Rodríguez, Innovation Assistant Manager in Repsol; and Vanessa Feo, International Communications Manager at Grupo Cosentino, during their interventions at the Workshop: «Círculos de confianza: gestión y casos prácticos» held in Madrid in 2014.
