eacd cdl pedro tavares june 2016
TRANSCRIPT
1onstrategy
BUSINESS&BRANDSReputa2onValueManagement
June3,2016
onstrategy reinventing business and brands
3onstrategy
Inaworldcharacterizedbythestressofeverydaylife,byhowquicklyeverythinghappens,bythepermanentchangeofhabitsanda>tudes,bythecompe??venessoffinancialandhumanresources,bytheinstabilityanduncertainty,bytheconstantdemandforsuccess
5onstrategy
Manyofthelargestglobalorganiza?onsdonotmeetinfulltheobjec?vessetannually,becausetheydonotmapandmanageinanintegratedmannertheirhuman,physical,intellectualandfinancialresourcesandstakeholderstobuildtrust,preference,purchaseandrecommenda?onofthesame
16onstrategy
TheBrandImageChallenge
Formany,theimageistheappearanceandthelookandfeel...Butthebrandimage,is really the result of theintegra?on of the businessandbrandsvarioustoolsanddepartments.
24onstrategy
POSITIONING
Belonging Acceptance
Togetherness
Learning Freedom
Recognition
Achievement Vitality
Risk
Structure Stability Security
Caregiver
Outlaw
Ma
gic
ian
Je
ste
r Purity
Renewal
Fun Spontaneity
Transformation Vision
Intellectual Truth Seeker
Flaunt Convention Rebel
Innovation Creative
Attraction Sensuality
Corage Determination
Loyalty Dependability
Nurturing Caring Power
Authority
Adventure Exploration
BrandsownPosi?oning...
25onstrategy
ButbrandsdonotownReputa?on...
STAKEHOLDERS EMOTIONALPERCEPTIONS RATIONALPERCEPTIONS
CONSUMERSCUSTOMERS PRODUCTS&SERVICESSUPPLIERSEMPLOYEES INNOVATION&DIFFERENTIATIONMEDIACOMPETITORS WORKPLACE&WELLBEINGOPINIONLEADERSOPINIONMAKERS CITIZENSHIP&SOCIALRESPONSIBILITYSHAREHOLDERSINVESTORS BUSINESS&FINANCIALPERFORMANCESINDICATESASSOCIATIONS GOVERNANCEÐICSREGULATORSPOLITICALAUTHORITIES LEADERSHIP&VISIONECONOMICALAUTHORITIES
ADMIRE
TRUST
PREFER
RECOMMEND
BEH
AVIOR
Reputa?onisthepercep?onthatdifferentstakeholdershaveonpastac?onsandfutureexpecta?onsofins?tu?onsandbrands...Forstakehoderstheirpercep?onistheirreality...
28onstrategy
Percep?onsdrivebehavior
POSITIONING REPUTATION
TRUSTPREFEREBUY
RECOMMEND
WORKINVEST
SAYSOMETHING+
29onstrategy
So,let’smanagereputa?onandrisktoavoidcrisis...2009 2010 2011 2012 2013
REPUTATION EMOTIONAL.SCORE 62,1 61,8 63,0 62,5 66,2 74,5 76,1
ADMIRE 64 66 68 67 71 76 78TRUST 63 61 63 62 69 76 77PREFER 61 60 61 61 64 74 76RECOMMEND 60 60 60 60 61 72 73
WEIGHT REPUTATION RATIONAL.SCORE 63,5 63,1 64,2 65,3 67,6 70,6 72,8
High.quality 79 8328% PRODUCTS0&0SERVICES Value.for.money 70 73
Meets.customer.needs 77 80
Innovative 78 7621% INNOVATION First.to.market 74 77
Adapts.quickly.to.change 74 76
Rewards.employees.fairly 68 6911% WORKPLACE Employee.wellbeing 71 70
Offers.equal.opportunities 52 58
Open.and.transparent 62 638% GOVERNANCE Behaves.ethically 70 74
Fair.business.conduct 70 71
Environmentally.responsible 73 7016% CITIZENSHIP Supports.good.causes 57 60
Positive.influence.on.society 58 58
Well.organized 68 709% LEADERSHIP Excellent.management 73 76
Clear.vision.for.its.future 72 72
Profitable 78 797% PERFORMANCE Better.results.than.expected 71 73
Strong.growth.prospects 69 77
31% WORKPLACE46% CITIZENSHIP23% CORPORATE0SOCIAL0RESPONSIBILITY GOVERNANCE
58,1 58,1 58,4 58,8 60,4 63,8
70,2 72,4
55,0 55,1
63,2 61,8
67,0 66,4
63,7 63,7
66,3 75,1
62,8 63,3
65,0 71,4
67,7 68,6
74,9
61,5 67,1
58,2 62,6
62,9
60,4 59,4
56,4
60,9 64,5
61,6 61,9
55,1
ATTRIBUTES
71,8 73,8
61,1 60,5
60,3 60,7
71,2 70,7
61,2
2014
CSR0SCORE
77,8
2015
78,8
76,5
65,7
69,4
62,7
72,6
76,3
65,1
2009 2010 2011 2012 2013
REPUTATION EMOTIONAL.SCORE 62,1 61,8 63,0 62,5 66,2 74,5 76,1
ADMIRE 64 66 68 67 71 76 78TRUST 63 61 63 62 69 76 77PREFER 61 60 61 61 64 74 76RECOMMEND 60 60 60 60 61 72 73
WEIGHT REPUTATION RATIONAL.SCORE 63,5 63,1 64,2 65,3 67,6 70,6 72,8
High.quality 79 8328% PRODUCTS0&0SERVICES Value.for.money 70 73
Meets.customer.needs 77 80
Innovative 78 7621% INNOVATION First.to.market 74 77
Adapts.quickly.to.change 74 76
Rewards.employees.fairly 68 6911% WORKPLACE Employee.wellbeing 71 70
Offers.equal.opportunities 52 58
Open.and.transparent 62 638% GOVERNANCE Behaves.ethically 70 74
Fair.business.conduct 70 71
Environmentally.responsible 73 7016% CITIZENSHIP Supports.good.causes 57 60
Positive.influence.on.society 58 58
Well.organized 68 709% LEADERSHIP Excellent.management 73 76
Clear.vision.for.its.future 72 72
Profitable 78 797% PERFORMANCE Better.results.than.expected 71 73
Strong.growth.prospects 69 77
31% WORKPLACE46% CITIZENSHIP23% CORPORATE0SOCIAL0RESPONSIBILITY GOVERNANCE
58,1 58,1 58,4 58,8 60,4 63,8
70,2 72,4
55,0 55,1
63,2 61,8
67,0 66,4
63,7 63,7
66,3 75,1
62,8 63,3
65,0 71,4
67,7 68,6
74,9
61,5 67,1
58,2 62,6
62,9
60,4 59,4
56,4
60,9 64,5
61,6 61,9
55,1
ATTRIBUTES
71,8 73,8
61,1 60,5
60,3 60,7
71,2 70,7
61,2
2014
CSR0SCORE
77,8
2015
78,8
76,5
65,7
69,4
62,7
72,6
76,3
65,1
2009 2010 2011 2012 2013
REPUTATION EMOTIONAL.SCORE 62,1 61,8 63,0 62,5 66,2 74,5 76,1
ADMIRE 64 66 68 67 71 76 78TRUST 63 61 63 62 69 76 77PREFER 61 60 61 61 64 74 76RECOMMEND 60 60 60 60 61 72 73
WEIGHT REPUTATION RATIONAL.SCORE 63,5 63,1 64,2 65,3 67,6 70,6 72,8
High.quality 79 8328% PRODUCTS0&0SERVICES Value.for.money 70 73
Meets.customer.needs 77 80
Innovative 78 7621% INNOVATION First.to.market 74 77
Adapts.quickly.to.change 74 76
Rewards.employees.fairly 68 6911% WORKPLACE Employee.wellbeing 71 70
Offers.equal.opportunities 52 58
Open.and.transparent 62 638% GOVERNANCE Behaves.ethically 70 74
Fair.business.conduct 70 71
Environmentally.responsible 73 7016% CITIZENSHIP Supports.good.causes 57 60
Positive.influence.on.society 58 58
Well.organized 68 709% LEADERSHIP Excellent.management 73 76
Clear.vision.for.its.future 72 72
Profitable 78 797% PERFORMANCE Better.results.than.expected 71 73
Strong.growth.prospects 69 77
31% WORKPLACE46% CITIZENSHIP23% CORPORATE0SOCIAL0RESPONSIBILITY GOVERNANCE
58,1 58,1 58,4 58,8 60,4 63,8
70,2 72,4
55,0 55,1
63,2 61,8
67,0 66,4
63,7 63,7
66,3 75,1
62,8 63,3
65,0 71,4
67,7 68,6
74,9
61,5 67,1
58,2 62,6
62,9
60,4 59,4
56,4
60,9 64,5
61,6 61,9
55,1
ATTRIBUTES
71,8 73,8
61,1 60,5
60,3 60,7
71,2 70,7
61,2
2014
CSR0SCORE
77,8
2015
78,8
76,5
65,7
69,4
62,7
72,6
76,3
65,1
2009 2010 2011 2012 2013
REPUTATION EMOTIONAL.SCORE 62,1 61,8 63,0 62,5 66,2 74,5 76,1
ADMIRE 64 66 68 67 71 76 78TRUST 63 61 63 62 69 76 77PREFER 61 60 61 61 64 74 76RECOMMEND 60 60 60 60 61 72 73
WEIGHT REPUTATION RATIONAL.SCORE 63,5 63,1 64,2 65,3 67,6 70,6 72,8
High.quality 79 8328% PRODUCTS0&0SERVICES Value.for.money 70 73
Meets.customer.needs 77 80
Innovative 78 7621% INNOVATION First.to.market 74 77
Adapts.quickly.to.change 74 76
Rewards.employees.fairly 68 6911% WORKPLACE Employee.wellbeing 71 70
Offers.equal.opportunities 52 58
Open.and.transparent 62 638% GOVERNANCE Behaves.ethically 70 74
Fair.business.conduct 70 71
Environmentally.responsible 73 7016% CITIZENSHIP Supports.good.causes 57 60
Positive.influence.on.society 58 58
Well.organized 68 709% LEADERSHIP Excellent.management 73 76
Clear.vision.for.its.future 72 72
Profitable 78 797% PERFORMANCE Better.results.than.expected 71 73
Strong.growth.prospects 69 77
31% WORKPLACE46% CITIZENSHIP23% CORPORATE0SOCIAL0RESPONSIBILITY GOVERNANCE
58,1 58,1 58,4 58,8 60,4 63,8
70,2 72,4
55,0 55,1
63,2 61,8
67,0 66,4
63,7 63,7
66,3 75,1
62,8 63,3
65,0 71,4
67,7 68,6
74,9
61,5 67,1
58,2 62,6
62,9
60,4 59,4
56,4
60,9 64,5
61,6 61,9
55,1
ATTRIBUTES
71,8 73,8
61,1 60,5
60,3 60,7
71,2 70,7
61,2
2014
CSR0SCORE
77,8
2015
78,8
76,5
65,7
69,4
62,7
72,6
76,3
65,1
36onstrategy
So,let’sgetknowledgeandmanagetouchpointsinordertopilotriskandbuildreputa?on
TOUCHPOINT)CONCEPT TOUCHPOINT POSICIONAMENTO VAL REPUTAÇÃO VAL IMPACTO VAL SCORE
SPONSORSHIP SPORTSTOGETHERNESS+/+ACCEPTANCE++RECOGNITION+/+FREEDOM+++++++++++VITALITY+/+CHALLENGE
4,9PRODUCT+/+SERVICE+++++++++++++++++++++INNOVATION++++++++++++++++++++++++++++++++++++CITIZENSHIP
4,7BUY++++++++++++++++++++++++++++++++++++++++++++++++++PREFERENCE++++++++++++++++++++++++++++++++++++++++RECOMMEND+++++++++++++++++++++++++++++++++++++++++++TRUST
4,9 4,8
SPONSORSHIP MUSICTOGETHERNESS+/+ACCEPTANCE++RECOGNITION+/+FREEDOM+++++++++++VITALITY+/+CHALLENGE
4,2 PRODUCT+/+SERVICE+++++++++++++++++++++INNOVATION 4,2
BUY++++++++++++++++++++++++++++++++++++++++++++++++++PREFERENCE++++++++++++++++++++++++++++++++++++++++RECOMMEND+++++++++++++++++++++++++++++++++++++++++++TRUST
3,8 4,1
SPONSORSHIP UNIVERSITYSECURITY+/+STABILITY++++++++++RECOGNITION+/+FREEDOM+++++++++++VITALITY+/+CHALLENGE
3,6 PRODUCT+/+SERVICE+++++++++++++++++++++INNOVATION 3,8
BUY++++++++++++++++++++++++++++++++++++++++++++++++++PREFERENCE++++++++++++++++++++++++++++++++++++++++RECOMMEND+++++++++++++++++++++++++++++++++++++++++++TRUST
3,4 3,6
SPONSORSHIP HEALTHTOGETHERNESS+/+ACCEPTANCE++SECURITY+/+STABILITY++++++++++RECOGNITION+/+FREEDOM
2,2 CITIZENSHIP++++++++++++++++++++++++++++++++++++GOVERNANCE+/+PERFORMANCE 2,1
BUY++++++++++++++++++++++++++++++++++++++++++++++++++PREFERENCE++++++++++++++++++++++++++++++++++++++++RECOMMEND+++++++++++++++++++++++++++++++++++++++++++TRUST
2,1 2,1
SPONSORSHIP CULTURETOGETHERNESS+/+ACCEPTANCE++SECURITY+/+STABILITY++++++++++RECOGNITION+/+FREEDOM
1,9PRODUCT+/+SERVICE+++++++++++++++++++++CITIZENSHIP++++++++++++++++++++++++++++++++++++GOVERNANCE+/+PERFORMANCE
2,0BUY++++++++++++++++++++++++++++++++++++++++++++++++++PREFERENCE++++++++++++++++++++++++++++++++++++++++RECOMMEND+++++++++++++++++++++++++++++++++++++++++++TRUST
1,7 1,9
SPONSORSHIP ARTSTOGETHERNESS+/+ACCEPTANCE++SECURITY+/+STABILITY++++++++++RECOGNITION+/+FREEDOM
1,8PRODUCT+/+SERVICE+++++++++++++++++++++CITIZENSHIP++++++++++++++++++++++++++++++++++++GOVERNANCE+/+PERFORMANCE
1,8BUY++++++++++++++++++++++++++++++++++++++++++++++++++PREFERENCE++++++++++++++++++++++++++++++++++++++++RECOMMEND+++++++++++++++++++++++++++++++++++++++++++TRUST
1,6 1,7
SPONSORSHIP PUBLIC+AUTHORITIESTOGETHERNESS+/+ACCEPTANCE++SECURITY+/+STABILITY++++++++++RECOGNITION+/+FREEDOM
1,6PRODUCT+/+SERVICE+++++++++++++++++++++CITIZENSHIP++++++++++++++++++++++++++++++++++++GOVERNANCE+/+PERFORMANCE
1,9BUY++++++++++++++++++++++++++++++++++++++++++++++++++PREFERENCE++++++++++++++++++++++++++++++++++++++++RECOMMEND+++++++++++++++++++++++++++++++++++++++++++TRUST
1,2 1,6
38onstrategy
Reputa?onimpactsBrandStrength,BrandValueandEnterpriseValue
REPUTATIONSUPPORTIVEBEHAVIOR
TRUST 9% 16% 35% 55% 84%
BUYPRODUCTSANDSERVICES 8% 14% 31% 51% 83%
PREFERENCE 8% 13% 30% 50% 83%
RECOMMEND 7% 13% 30% 50% 82%
SAYSOMETHINGPOSITIVE 8% 12% 27% 44% 77%
WORKFOR/WITH 10% 17% 31% 47% 73%
INVESTIN 7% 11% 24% 39% 67%
0-39 40-59 60-69 70-79 80-100
39onstrategy
EQUITY DIFFERENTIATION REPUTATION PERFORMANCE SUSTAINABILITY
WEIGHT% WEIGHT% WEIGHT% WEIGHT% WEIGHT%
STAKEHOLDERS SUPPORTIVEBEHAVIOR
CONSUMERS IMPACT+/- TRUST IMPACT+/-
CUSTOMERS
SUPPLIERS BUYPRODUCTS
EMPLOYEES ANDSERVICES
MEDIA
COMPETITORS IMPACT+/- IMPACT+/- PREFERENCE IMPACT+/- IMPACT+/-
OPINIONLEADERS
OPINIONMAKERS IMPACT+/- RECOMMEND IMPACT+/- IMPACT+/-
SHAREHOLDERS
INVESTORS SAYSOMETHING
SINDICATES POSITIVE
ASSOCIATIONS
REGULATORS IMPACT+/- IMPACT+/- WORKFOR/WITH IMPACT+/-
POLITICALAUTHORITIES
ECONOMICALAUTHORITIES INVESTIN IMPACT+/- IMPACT+/-
BRANDSTRENGTHINDEX
IMPACT+/- IMPACT+/-
IMPACT+/- IMPACT+/-
REPUTATIONINDEX STRENGTHINDEX REPUTATIONUNIT STRENGTHUNIT ENTERPRISEVALUE BRANDVALUE CHART
Formula:
ReputationXStrength
=W€
Formula:
ReputationXStrength
=Z€
P€
Q€
INDUSTRY
BRAND
Apts Cpts 1pts =Xpts
=Ypts1ptsDptsBpts
EVBVBSIREP
EVBVBSIREP
Reputa?onimpactsBrandStrength,BrandValueandEnterpriseValue
41onstrategy
BeawareoftheReputa?onFinanceValue...
EnterpriseValueBrandValueBrandStrengthReputa2onIndexReputa2onValue28.200MillionUSD3.143MillionUSD77pts57pts1.032MillionUSD3,7%EV/32,8%BV1.991MillionUSD279MillionUSD76pts55pts46MillionUSD2,3%EV/16,5%BV
Example(LisbonEuronextPublicCompanies,Dec2014):
43onstrategy
TheReputa?onManagementEra...
STAKEHOLDERS MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...
CONSUMERS
CUSTOMERS
SUPPLIERS
EMPLOYEES
MEDIA
COMPETITORS
OPINIONLEADERS
OPINIONMAKERS
SHAREHOLDERS
INVESTORS
SINDICATES
ASSOCIATIONS
REGULATORS
POLITICALAUTHORITIES
ECONOMICALAUTHORITIES
REPUTATIONALRISKSOURCES
REPUTATIONALRISKSOURCES/COUNTRY
ArewepreparedforamulK-dimensionalmanagementchallenge?
44onstrategy
TheReputa?onManagementEra...
STAKEHOLDERS MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...
CONSUMERS
CUSTOMERS
SUPPLIERS
EMPLOYEES
MEDIA
COMPETITORS
OPINIONLEADERS
OPINIONMAKERS
SHAREHOLDERS
INVESTORS
SINDICATES
ASSOCIATIONS
REGULATORS
POLITICALAUTHORITIES
ECONOMICALAUTHORITIES
REPUTATIONALRISKSOURCES
REPUTATIONALRISKSOURCES/COUNTRY
ArewepreparedforamulK-dimensionalmanagementchallenge?
45onstrategy
TheReputa?onManagementEra...
STAKEHOLDERS MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...
CONSUMERS
CUSTOMERS
SUPPLIERS
EMPLOYEES
MEDIA
COMPETITORS
OPINIONLEADERS
OPINIONMAKERS
SHAREHOLDERS
INVESTORS
SINDICATES
ASSOCIATIONS
REGULATORS
POLITICALAUTHORITIES
ECONOMICALAUTHORITIES
REPUTATIONALRISKSOURCES
REPUTATIONALRISKSOURCES/COUNTRY
ArewepreparedforamulK-dimensionalmanagementchallenge?
46onstrategy
DIMENSIONS/ATTRIBUTES MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...
PRODUCTS&SERVICES
INNOVATION&DIFFERENTIATION
WORKPLACE&WELLBEING
CITIZENSHIP&SOCIALRESPONSIBILITY
BUSINESS&FINANCIALPERFORMANCE
GOVERNANCEÐICS
LEADERSHIP&VISION
REPUTATIONALRISKSOURCES
REPUTATIONALRISKSOURCES/COUNTRY
TheReputa?onManagementEra...ArewepreparedforamulK-dimensionalmanagementchallenge?
47onstrategy
DIMENSIONS/ATTRIBUTES MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...
PRODUCTS&SERVICES
INNOVATION&DIFFERENTIATION
WORKPLACE&WELLBEING
CITIZENSHIP&SOCIALRESPONSIBILITY
BUSINESS&FINANCIALPERFORMANCE
GOVERNANCEÐICS
LEADERSHIP&VISION
REPUTATIONALRISKSOURCES
REPUTATIONALRISKSOURCES/COUNTRY
TheReputa?onManagementEra...ArewepreparedforamulK-dimensionalmanagementchallenge?
48onstrategy
DIMENSIONS/ATTRIBUTES MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...
PRODUCTS&SERVICES
INNOVATION&DIFFERENTIATION
WORKPLACE&WELLBEING
CITIZENSHIP&SOCIALRESPONSIBILITY
BUSINESS&FINANCIALPERFORMANCE
GOVERNANCEÐICS
LEADERSHIP&VISION
REPUTATIONALRISKSOURCES
REPUTATIONALRISKSOURCES/COUNTRY
TheReputa?onManagementEra...ArewepreparedforamulK-dimensionalmanagementchallenge?
49onstrategy
STAKEHOLDERS DIMENSIONS/ATTRIBUTES COUNTRYA COUNTRYB COUNTRYC COUNTRYD COUNTRYE COUNTRYF
CONSUMERS
CUSTOMERS PRODUCTS&SERVICES % % % % % %SUPPLIERS
EMPLOYEES INNOVATION&DIFFERENTIATION % % % % % %MEDIA
COMPETITORS WORKPLACE&WELLBEING % % % % % %OPINIONLEADERS
OPINIONMAKERS CITIZENSHIP&SOCIALRESPONSIBILITY % % % % % %SHAREHOLDERS
INVESTORS BUSINESS&FINANCIALPERFORMANCE % % % % % %SINDICATES
ASSOCIATIONS GOVERNANCEÐICS % % % % % %REGULATORS
POLITICALAUTHORITIES LEADERSHIP&VISION % % % % % %ECONOMICALAUTHORITIES
REPUTATIONALRISKSOURCES
TheReputa?onManagementEra...ArewepreparedforamulK-dimensionalmanagementchallenge?
50onstrategy
TheReputa?onManagementJourney...
ExploraKonandbasicmeasurement
CustomizaKonofmeasurementandmanagement
BusinessplanningintegraKon
CrossfuncKonalimplementaKonandaccountability
FullintegraKonintostrategyandinvestments
18%
35%
34%
11%
2%
ArewepreparedforamulK-dimensionalmanagementchallenge?
52onstrategy
Toremember...• Brand image it’sno longer just the lookand feel, it is really the resultof the
integra?onofthebusinessandbrandsvarioustoolsanddepartments
53onstrategy
Toremember...• Brand image it’sno longer just the lookand feel, it is really the resultof the
integra?onofthebusinessandbrandsvarioustoolsanddepartments
• Forstakehoderstheirpercep?onistheirreality
54onstrategy
Toremember...• Brand image it’sno longer just the lookand feel, it is really the resultof the
integra?onofthebusinessandbrandsvarioustoolsanddepartments
• Forstakehoderstheirpercep?onistheirreality
• Organiza?onsownPosi?oning,butstakeholdersownitsReputa?on
55onstrategy
Toremember...• Brand image it’sno longer just the lookand feel, it is really the resultof the
integra?onofthebusinessandbrandsvarioustoolsanddepartments
• Forstakehoderstheirpercep?onistheirreality
• Organiza?onsownPosi?oning,butstakeholdersownitsReputa?on
• Reputa?ondrivesbehavior
56onstrategy
Toremember...• Brand image it’sno longer just the lookand feel, it is really the resultof the
integra?onofthebusinessandbrandsvarioustoolsanddepartments
• Forstakehoderstheirpercep?onistheirreality
• Organiza?onsownPosi?oning,butstakeholdersownitsReputa?on
• Reputa?ondrivesbehavior
• TheGRPerahasgone;therearesomanytouchpointsandsomearereallyfastanddangerous
57onstrategy
Toremember...• Brand image it’sno longer just the lookand feel, it is really the resultof the
integra?onofthebusinessandbrandsvarioustoolsanddepartments
• Forstakehoderstheirpercep?onistheirreality
• Organiza?onsownPosi?oning,butstakeholdersownitsReputa?on
• Reputa?ondrivesbehavior
• TheGRPerahasgone;therearesomanytouchpointsandsomearereallyfastanddangerous
• Change the way you work from communica?on and crisis management toreputa?onandriskmanagement
58onstrategy
Toremember...• Brand image it’sno longer just the lookand feel, it is really the resultof the
integra?onofthebusinessandbrandsvarioustoolsanddepartments
• Forstakehoderstheirpercep?onistheirreality
• Organiza?onsownPosi?oning,butstakeholdersownitsReputa?on
• Reputa?ondrivesbehavior
• TheGRPerahasgone;therearesomanytouchpointsandsomearereallyfastanddangerous
• Change the way you work from communica?on and crisis management toreputa?onandriskmanagement
• Drive your company into a journey that assumes reputa?on as a crossfunc?onalchallengewhichisaccountableandfullintegratedintostrategyandinvestments
59onstrategy 59
onstrategy is a consultancy firm, partner of Brand Finance and Corporate Excellence, helping companies to manage and improve their business and brands results. www.onstrategy.com.pt
Pedro Tavares, Partner and CEO
onstrategy (Brand Finance | Corporate Excellence)
Mail: [email protected]
Mobile: +351 91 938 3036
onstrategy reinventing business and brands
ThankYou