The document discusses the importance of branding and reputation management in corporate settings, emphasizing that a brand goes beyond mere commercial recognition to include ethics and corporate behavior. It highlights the need for companies to align their corporate values with their brand and activities, particularly in the context of Corporate Social Responsibility (CSR). The Montpellier Group's case study showcases how strong community and environmental goals can differentiate an organization in the marketplace.

1. Living the brand How to become a leader in your marketplace {

2. Montpellier Group Fully integrated marketing communications group • Comprise three companies • Diverse international client base • Head office in Cheltenham Who we are {

3. Today’s presentation • What is a brand? • How reputation needs to be managed? • Aligning corporate values with your brand/activities Living the brand; how to become a leader in your market place. “ { • Examples of ‘Walking the talk’ Mears Group plc “ “ The marketing case for CSR

4. Spin or Substance? Is CSR just a ‘nice to have’?

5. Your brand Your behaviour Your reputation Marketing rationale for CSR

6. What is a brand? “ The visual, emotional, rational and cultural image associated with a company or product. ”

7. The corporate brand evolves… • Brands have moved on from being merely a commercial ‘badge’ • More than a device for selling “ It is a pretty recognisable World Wide Web" but we settled on "Yahoo. brand name. Originally it was "Jerry's Guide to the Jerry Yang, founder of Yahoo “ • Ethics became important… why?? • Investors and shareholders insisted on it! • Share value and corporate behaviour have become inextricably entwined

8. Commercially driven Ethically driven It does what it says It does on the tin

9. Ethics, values, integrity, behaviour are now fundamental to … … Corporate reputation

10. Notoriety or fame, especially for some specified characteristic(s) (Latin: reputatio) Reputation…

11. It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently. “ “ Your reputation { • Your reputation already exists to one degree or another • But is it managed ? • Reputation is based on a positive relationship with the world in which you conduct business Warren Buffett, Forbes ranked world’s richest man

12. Stock drops 75%

13. Reputation matters { Wallstreet, 1987

14. So, there is a link between corporate behaviour and reputation good corporate citizenship makes for good business £££

15. It is personal and it is business { • Every organisation is at a different level of CSR • It can look different in every organisation • There are many routes • Find what works for you • Align it with your overall business strategy Our community and environment work is the bedrock of Mears and is our key market differentiator. It is what and who we are. Bob Holt, Chairman & Chief Executive

16. Who we are? • Leading social housing repairs and maintenance service • A growing presence in domiciliary care “ { Quote A reputation is both internal and external “ “ • Local Authorities and RSLs • Employs in excess of 8,000 • Turnover £400million • P rovides maintenance and repairs services to 500,000 homes nationwide

17. Who we are? • Leading social housing repairs and maintenance service • A growing presence in domiciliary care “ { Quote A reputation is both internal and external “ “ • Local Authorities and RSLs • Employs in excess of 8,000 • Turnover £400million • P rovides maintenance and repairs services to 500,000 homes nationwide

18. Title Goes Here Our community & environment goals Four goals { 1. Improve the lives of vulnerable people 3. Provide career and skills development opportunities 2. Help community cohesion and integration 4. Positive contributor to the environment

19. Future Champions { • Every organisation is at a different level of CSR • It can look different in every organisation • There are many routes • Find what works for you • Align it with your overall business strategy

20. Montpellier Group Fully integrated marketing communications group • Comprise three companies • Diverse international client base • Head office in Cheltenham Who we are {

21. Title Goes Here Activity for the last quarter Fucgry;O ingc rtyvfcohIUN { 1. Improve the lives of vulnerable people 3. Provide career and skills development opportunities 2. Help community cohesion and integration 4. Positive contributor to the environment

22. • Body Shop • Community involvement • Labour conditions and Human Rights • Environment and animals CSR Leaders { • The Co-operative Bank • Sustainable Development Policy • Marks & Spencer • E t hical policies Official ranking established by EthiScore • Climate change and waste • Healthy Lifestyle • Fair trade business • People orientation

23. Brand assets • Recognition of the name/logo • L o yalty of customers • Quality and value perceived by the market “ • Association with generic products

24. • Can comprise words, images, symbols, figures, etc. • Easily reminded when using • A unusual spelling • A specific font Your visual identity { A logo • A memorable image

25. • You don’t have to be totally green from day one • Be committed to what you do CSR, not spin, but substance { • It’s better to do something than nothing at all • Align activity with brand and culture • Buy-in of all employees If you do things well, do them better. Be daring, be first, be different, be just. Anita Roddick, Founder • Good intentions are one thing , delivery is quite another