MANAGING THE CORPORATE REPUTATION

New York, August 23rd, 2011

WHAT?

WHY?

HOW?

BENEFITS

WHAT IS THE REPUTATION OF A COMPANY...

“It is the aggregate impression held by all the stakeholders of a company including employees, investors, the media, the business sector and, of course, its customers and clients…”

“A strong reputation is like a magnet. It attracts customers and clients, investors, the best employees and makes a company more competitive versus other companies…”

Example

WORLD FAMOUS FOR..

•Safety Volvo

•Design Apple

•Baby care Johnson & Johnson

•Sustainability The Body Shop

•Recipe Coca Cola

•Durability BIC

•Innovation Dyson

WHY MANAGE THE CORPORATE REPUTATION?

New trends and developments (globalization, sustainability, digitization, social media, empowered employees, citizens) have resulted in a paradigm shift which will have a huge impact of corporate reputations

Government

Stakeholders

Media Attention

Investment

NGOs

Clients

Talent

Empowerment

Globalization

Social media

Sustainability

Digitization

HOW TO MANAGE REPUTATION?

The right approach: reputation management

Analysis: What is the identity?What is the right communication-mix?

Branding: What is the promise?

Actions: Activities that fulfill the promise

Result: Measure progress

Dialogue: Engage stakeholders1

2

3

5

4

Facilitate dialogue among stakeholders

This requires leadership, strategy and creativity!

Customers, clients, citizens

BusinessNGOs

Build the“Company Promise”

Engage stakeholders in every stage of the corporate branding process

Analysis: What is the right mix?

The reputation strategy will positively influence all aspects of marketing: sharpen its focus, unify stakeholders and optimize available resources

Reputation builds on the mix a company offers:

Performance Perceptions

Reputation

Branding: What is the promise?

The brand is the promise of that value…

Building an authentic, credible, recognizable and relevant identity for all its stakeholders

“Define the most potent benefits, messages, designs and product strengths that will resonate with key audiences”

Create

Develop

Demonstrate

VA

LU

E

Actions: Brand to fulfill the promise

“Communicate your assets and create an image of the future of the city…”

“Run Communications like in a political campaign”

Actions must be coherent with the Brand;Investment, planning, economic plans, promotions, events, advertising, etc…

‘Communication Calendar’‘Themed Message Map’

Reputation drivers

Branding and

positioning

Issues

ThemesMessage &

ProofDevelop calendar

Plan actions

Organizing communications

Measure progress Vision and leadership • Well organized• Appealing leader• Excellent management• Clear vision for its future

Citizenship •Environmentally responsible•Supports good causes•Positive influence on society

Governance

• Open and transparent• Behaves ethically• Fair in the way it does business

Workplace

• Rewards employees fairly• Employee well-being• Offers equal opportunities

Innovation

• Innovative• First to market• Adapts quickly to change

Product/services

• High quality• Value for money• Stands behind• Meets customer needs

Performance

• Profitable• Better results than expected• Strong growth prospects

Benefits of reputation management

For companies•Provides strategic focus based on competitive and

comparative advantages•Fosters a cooperative and unified approach to all

aspects of management •Provides benchmarks and a decision making

framework to build a strong and consistent identity

For stakeholders•Provides a clear vision of a

company•Adds value in stakeholder’s

mind•Reflects well on stakeholder’s

associated with the company• Increases the ability to attract,

recruit and retain talented people

•Generates respect and recognition

•Corrects inaccurate perceptions

•Enhances pride and engagement

THANK YOUFOR YOUR ATTENTION!

ANY QUESTIONS