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Emotions are the key of decisions: they are in the beginning and in the end of every relationship. People decide by emotions although they assert by reasons. Is it possible to implement a rigorous and comprehensive approach to manage any kind of brand -person, company, country- with the purpose of helping to put emotions at the apex of its management?
Corporate reputation is a brand’s key; it shows its value and leads to create it by generating favourable behaviours. Regarding reputation, exists that reliable part that is not purely rational, but rather emotional, and from where it is generated a positive or negative perception of any kind of experience.
This document was prepared by Corporate Excellence – Centre for Repuation Leadership and contains references to the statements made by Carlos Sánchez Olea, vice-president of Dircom and president of Atenea Comunicación, at the conference on “Enhancement of a brand, company or country”, organised by Dircom and Atenea Comunicación in Madrid on September 19, 2012.