I Congreso Nacional
Recursos Humanos
E N E L C O R A Z Ó N D E L A E M P R E S A
1
Luis Miguel Peña
Llorente & Cuenca
Adol...
3
Ranking Top100 BrandZ de Millward Brown
“Las marcas globales mas valiosas”
Publicado el 21 Mayo en Financial Times
What brands have grown their bond
with consumers and their financial
value the most over the past decade?
What can we lear...
Top 50 High-Growth Brands
Source: Millward Brown Optimor & Jim Stengel Study of Business Growth7
MB Equity
Database
Levera...
10
Not what people buy, but what they buy into
THE BES T BRANDS
are built on
Grow
Marketing must rethink its purpose. We must apply
life's lessons — generosity, love, humor, and
empathy— so that mark...
Delivering happiness.
To organize the world's
information and make it
universally accessible and useful.
The Source of a Brand Ideal
15
Brand’s
Heritage
Employee's Beliefs
& Values
Ideals Inspire and Guide All Activities
16
EMPLOYEES
17
WE BELIEVE
The technology, the thinking and resources exist to
solve the world’s most complicated problems, if there
is...
To build a
Smarter Planet
19
WE BELIEVE
Our home and surroundings have a powerful
influence on how we think, feel, and live.
They reflect who we are...
21
To add color
to people's lives.
Think Different.
CEO ’S Y ALTO S DIRECT IVO S
NETWORK APD
Notoriedad
85%
Atención al cliente
30%
Captación
10%
Reputación,
malinterpretación y
exposición
35%
Recursos
22%
Informaci...
40%
45%
15%
67%
DIRECTIVO y
EMPLEADO
EN LA RED
88%
36%
68% 50%
66% En desarrollo 25%
COMUNICACIÓN
CON LOS EQUIPOS
30% 4%
50% 28%
20%
20%
17%
11%
6%
4%
JUSTIFICAR
MÁS CONTACTO
MOTIVAR
ADAPTACIÓN
CONFIANZA
RES...
44%
29%
20%
20%
12%
7%
PLAN CARRERA
TRATO HUMANO
RETRIBUCCIÓN
FORMACIÓN
INVOLUCRAR
FLEXIBILIDAR
TALENTO
ATRAER RETENER
38%...
Luis Miguel Peña
Retos de la comunicación interna
tras la crisis
Los empleados y la reputación corporativa
Algo está cambiando…
¿Qué ha cambiado?¿Qué está cambiando?
¿Cómo atraer y retener
talento?
¿Cómo contribuyen los
empleados a la reputación
corporativa?
Las dimensiones la reputación?
Seminario APD sobre RRHH - Millward Brown Iberia
Seminario APD sobre RRHH - Millward Brown Iberia
Seminario APD sobre RRHH - Millward Brown Iberia
Seminario APD sobre RRHH - Millward Brown Iberia
Seminario APD sobre RRHH - Millward Brown Iberia
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Seminario APD sobre RRHH - Millward Brown Iberia

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I Congreso Nacional de Recursos Humanos - Millward Brown Iberia

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Seminario APD sobre RRHH - Millward Brown Iberia

  1. 1. I Congreso Nacional Recursos Humanos E N E L C O R A Z Ó N D E L A E M P R E S A 1 Luis Miguel Peña Llorente & Cuenca Adolfo Fernández Millward Brown adolfo.fernandez@millwardbrown.com
  2. 2. 3 Ranking Top100 BrandZ de Millward Brown “Las marcas globales mas valiosas” Publicado el 21 Mayo en Financial Times
  3. 3. What brands have grown their bond with consumers and their financial value the most over the past decade? What can we learn from them? 4
  4. 4. Top 50 High-Growth Brands Source: Millward Brown Optimor & Jim Stengel Study of Business Growth7 MB Equity Database Leveraged the most comprehensive equity database in the world 1 Brand Growth Measured growth in consumer bonding and brand financial value over the past 10 years 2 50 High- Growth Brands Identified best brands known as “Stengel 50” 3
  5. 5. 10 Not what people buy, but what they buy into THE BES T BRANDS are built on
  6. 6. Grow Marketing must rethink its purpose. We must apply life's lessons — generosity, love, humor, and empathy— so that marketing inspires life, and life inspires marketing” JIM STENGEL P&G Chief Marketing Officer 11 How ideals power growth and profit at the world’s greatest companies.
  7. 7. Delivering happiness.
  8. 8. To organize the world's information and make it universally accessible and useful.
  9. 9. The Source of a Brand Ideal 15 Brand’s Heritage Employee's Beliefs & Values
  10. 10. Ideals Inspire and Guide All Activities 16 EMPLOYEES
  11. 11. 17 WE BELIEVE The technology, the thinking and resources exist to solve the world’s most complicated problems, if there is the will to solve them.
  12. 12. To build a Smarter Planet
  13. 13. 19 WE BELIEVE Our home and surroundings have a powerful influence on how we think, feel, and live. They reflect who we are and who we want to be.
  14. 14. 21 To add color to people's lives.
  15. 15. Think Different.
  16. 16. CEO ’S Y ALTO S DIRECT IVO S NETWORK APD
  17. 17. Notoriedad 85% Atención al cliente 30% Captación 10% Reputación, malinterpretación y exposición 35% Recursos 22% Información al competidor 11% 90% REDES SOCIALES 56% 60%60%
  18. 18. 40% 45% 15% 67% DIRECTIVO y EMPLEADO EN LA RED 88% 36% 68% 50% 66% En desarrollo 25%
  19. 19. COMUNICACIÓN CON LOS EQUIPOS 30% 4% 50% 28% 20% 20% 17% 11% 6% 4% JUSTIFICAR MÁS CONTACTO MOTIVAR ADAPTACIÓN CONFIANZA RESIGNACIÓN60% 80% 60% 60% 30% 52%
  20. 20. 44% 29% 20% 20% 12% 7% PLAN CARRERA TRATO HUMANO RETRIBUCCIÓN FORMACIÓN INVOLUCRAR FLEXIBILIDAR TALENTO ATRAER RETENER 38% 26% 72% 50%
  21. 21. Luis Miguel Peña Retos de la comunicación interna tras la crisis Los empleados y la reputación corporativa
  22. 22. Algo está cambiando… ¿Qué ha cambiado?¿Qué está cambiando?
  23. 23. ¿Cómo atraer y retener talento?
  24. 24. ¿Cómo contribuyen los empleados a la reputación corporativa?
  25. 25. Las dimensiones la reputación?

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