III EACD Lisbon Coachind Day “Integrating Reputation and e-Reputation Management” | 3rd June 2016. Pedro Tavares, OnStrategy The leading network for in-house communication professionals from all fields across Europe (EACD). Coordination for Portugal Rui Martins, Corporate communication and Public Affairs Director at Dianova

1. 1 onstrategy
BUSINESS & BRANDS
Reputa2on Value Management
June 3, 2016
onstrategy
reinventing business and brands

2. 2 onstrategy
Where and how do we live today?

3. 3 onstrategy
In a world characterized by the stress of everyday life, by how quickly everything happens, by the
permanent change of habits and a>tudes, by the compe??veness of financial and human resources,
by the instability and uncertainty, by the constant demand for success

4. 4 onstrategy
Are you successful?

5. 5 onstrategy
Many of the largest global organiza?ons do not meet in full the objec?ves set annually, because they
do not map and manage in an integrated manner their human, physical, intellectual and financial
resources and stakeholders to build trust, preference, purchase and recommenda?on of the same

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They are not building their brands

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Be aware that brands rule the world

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Brand Image Quiz?

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Brand Image Quiz?

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Brand Image Quiz?

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Brand Image Quiz?

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Brand Image Quiz?

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Brand Image Quiz?

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Brand Posi?on Statement Quiz?
Values...
Vision...
Mission...
Posi?on Statement...

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Over 90% of employees do not have these company principles
properly recognized in their minds

16. 16 onstrategy
The Brand Image Challenge
For many,
the image is the appearance
and the look and feel...
But the brand image,
is really the result of the
integra?on of the business
and brands various tools and
departments.

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Brands are the main companies assets...

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Brands are the main companies assets...
How much is it worth?

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And the ones with the highest finance value...

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And the ones with the highest finance value...
And this?

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But also the most exposed ones to risk...

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Brands do not belong to the marke?ng team...

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Heritage ambassadors storytelling evidences...

24. 24 onstrategy
POSITIONING
Belonging
Acceptance
Togetherness
Learning
Freedom
Recognition
Achievement
Vitality
Risk
Structure
Stability
Security
Caregiver
Outlaw
Magician
Jester
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
Brands own Posi?oning...

25. 25 onstrategy
But brands do not own Reputa?on...
STAKEHOLDERS EMOTIONAL PERCEPTIONS RATIONAL PERCEPTIONS
CONSUMERS
CUSTOMERS PRODUCTS & SERVICES
SUPPLIERS
EMPLOYEES INNOVATION & DIFFERENTIATION
MEDIA
COMPETITORS WORKPLACE & WELLBEING
OPINION LEADERS
OPINION MAKERS CITIZENSHIP & SOCIAL RESPONSIBILITY
SHAREHOLDERS
INVESTORS BUSINESS & FINANCIAL PERFORMANCE
SINDICATES
ASSOCIATIONS GOVERNANCE & ETHICS
REGULATORS
POLITICAL AUTHORITIES LEADERSHIP & VISION
ECONOMICAL AUTHORITIES
ADMIRE
TRUST
PREFER
RECOMMEND
BEHAVIOR
Reputa?on is the percep?on that different stakeholders have on past ac?ons and future
expecta?ons of ins?tu?ons and brands...
For stakehoders their percep?on is their reality...

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Communica?on drives percep?ons

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Percep?ons are reality
POSITIONING REPUTATION

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Percep?ons drive behavior
POSITIONING REPUTATION
TRUST
PREFERE
BUY
RECOMMEND
WORK
INVEST
SAY SOMETHING +

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So, let’s manage reputa?on and risk to avoid crisis...
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 78
TRUST 63 61 63 62 69 76 77
PREFER 61 60 61 61 64 74 76
RECOMMEND 60 60 60 60 61 72 73
REPUTATION RATIONAL.SCORE 63,5 63,1 64,2 65,3 67,6 70,6 72,8
High.quality 79 83
PRODUCTS0&0SERVICES Value.for.money 70 73
Meets.customer.needs 77 80
Innovative 78 76
INNOVATION First.to.market 74 77
Adapts.quickly.to.change 74 76
Rewards.employees.fairly 68 69
WORKPLACE Employee.wellbeing 71 70
Offers.equal.opportunities 52 58
Open.and.transparent 62 63
GOVERNANCE Behaves.ethically 70 74
Fair.business.conduct 70 71
Environmentally.responsible 73 70
CITIZENSHIP Supports.good.causes 57 60
Positive.influence.on.society 58 58
Well.organized 68 70
LEADERSHIP Excellent.management 73 76
Clear.vision.for.its.future 72 72
Profitable 78 79
PERFORMANCE Better.results.than.expected 71 73
Strong.growth.prospects 69 77
WORKPLACE
CITIZENSHIP
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
ADMIRE 64 66 68 67 71 76
TRUST 63 61 63 62 69 76
PREFER 61 60 61 61 64 74
RECOMMEND 60 60 60 60 61 72
WEIGHT REPUTATION RATIONAL.SCORE 63,5 63,1 64,2 65,3 67,6 70,6
High.quality 79 83
28% PRODUCTS0&0SERVICES Value.for.money 70 73
Meets.customer.needs 77 80
Innovative 78 76
21% INNOVATION First.to.market 74 77
Adapts.quickly.to.change 74 76
Rewards.employees.fairly 68 69
11% WORKPLACE Employee.wellbeing 71 70
Offers.equal.opportunities 52 58
Open.and.transparent 62 63
8% GOVERNANCE Behaves.ethically 70 74
Fair.business.conduct 70 71
Environmentally.responsible 73 70
16% CITIZENSHIP Supports.good.causes 57 60
Positive.influence.on.society 58 58
Well.organized 68 70
9% LEADERSHIP Excellent.management 73 76
Clear.vision.for.its.future 72 72
Profitable 78 79
7% PERFORMANCE Better.results.than.expected 71 73
Strong.growth.prospects 69 77
31% WORKPLACE
46% CITIZENSHIP
23% 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
22009 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 78
TRUST 63 61 63 62 69 76 77
PREFER 61 60 61 61 64 74 76
RECOMMEND 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 83
28% PRODUCTS0&0SERVICES Value.for.money 70 73
Meets.customer.needs 77 80
Innovative 78 76
21% INNOVATION First.to.market 74 77
Adapts.quickly.to.change 74 76
Rewards.employees.fairly 68 69
11% WORKPLACE Employee.wellbeing 71 70
Offers.equal.opportunities 52 58
Open.and.transparent 62 63
8% GOVERNANCE Behaves.ethically 70 74
Fair.business.conduct 70 71
Environmentally.responsible 73 70
16% CITIZENSHIP Supports.good.causes 57 60
Positive.influence.on.society 58 58
Well.organized 68 70
9% LEADERSHIP Excellent.management 73 76
Clear.vision.for.its.future 72 72
Profitable 78 79
7% PERFORMANCE Better.results.than.expected 71 73
Strong.growth.prospects 69 77
31% WORKPLACE
46% CITIZENSHIP
23% 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 78
TRUST 63 61 63 62 69 76 77
PREFER 61 60 61 61 64 74 76
RECOMMEND 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 83
28% PRODUCTS0&0SERVICES Value.for.money 70 73
Meets.customer.needs 77 80
Innovative 78 76
21% INNOVATION First.to.market 74 77
Adapts.quickly.to.change 74 76
Rewards.employees.fairly 68 69
11% WORKPLACE Employee.wellbeing 71 70
Offers.equal.opportunities 52 58
Open.and.transparent 62 63
8% GOVERNANCE Behaves.ethically 70 74
Fair.business.conduct 70 71
Environmentally.responsible 73 70
16% CITIZENSHIP Supports.good.causes 57 60
Positive.influence.on.society 58 58
Well.organized 68 70
9% LEADERSHIP Excellent.management 73 76
Clear.vision.for.its.future 72 72
Profitable 78 79
7% PERFORMANCE Better.results.than.expected 71 73
Strong.growth.prospects 69 77
31% WORKPLACE
46% CITIZENSHIP
23% 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

30. 30 onstrategy
And communicate asser?vely...

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The world changed...

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And also the touchpoints changed...

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The GRP era has gone!!

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There are so many touchpoints today...

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And some are really fast and dangerous!!

36. 36 onstrategy
So, let’s get knowledge and manage touchpoints in order
to pilot risk and build reputa?on
TOUCHPOINT)CONCEPT TOUCHPOINT POSICIONAMENTO VAL REPUTAÇÃO VAL IMPACTO VAL SCORE
SPONSORSHIP SPORTS
TOGETHERNESS+/+ACCEPTANCE++
RECOGNITION+/+FREEDOM+++++++++++
VITALITY+/+CHALLENGE
4,9
PRODUCT+/+SERVICE+++++++++++++++++++++
INNOVATION++++++++++++++++++++++++++++++++++++
CITIZENSHIP
4,7
BUY++++++++++++++++++++++++++++++++++++++++++++++++++
PREFERENCE++++++++++++++++++++++++++++++++++++++++
RECOMMEND+++++++++++++++++++++++++++++++++++++++++++
TRUST
4,9 4,8
SPONSORSHIP MUSIC
TOGETHERNESS+/+ACCEPTANCE++
RECOGNITION+/+FREEDOM+++++++++++
VITALITY+/+CHALLENGE
4,2
PRODUCT+/+SERVICE+++++++++++++++++++++
INNOVATION
4,2
BUY++++++++++++++++++++++++++++++++++++++++++++++++++
PREFERENCE++++++++++++++++++++++++++++++++++++++++
RECOMMEND+++++++++++++++++++++++++++++++++++++++++++
TRUST
3,8 4,1
SPONSORSHIP UNIVERSITY
SECURITY+/+STABILITY++++++++++
RECOGNITION+/+FREEDOM+++++++++++
VITALITY+/+CHALLENGE
3,6
PRODUCT+/+SERVICE+++++++++++++++++++++
INNOVATION
3,8
BUY++++++++++++++++++++++++++++++++++++++++++++++++++
PREFERENCE++++++++++++++++++++++++++++++++++++++++
RECOMMEND+++++++++++++++++++++++++++++++++++++++++++
TRUST
3,4 3,6
SPONSORSHIP HEALTH
TOGETHERNESS+/+ACCEPTANCE++
SECURITY+/+STABILITY++++++++++
RECOGNITION+/+FREEDOM
2,2
CITIZENSHIP++++++++++++++++++++++++++++++++++++
GOVERNANCE+/+PERFORMANCE
2,1
BUY++++++++++++++++++++++++++++++++++++++++++++++++++
PREFERENCE++++++++++++++++++++++++++++++++++++++++
RECOMMEND+++++++++++++++++++++++++++++++++++++++++++
TRUST
2,1 2,1
SPONSORSHIP CULTURE
TOGETHERNESS+/+ACCEPTANCE++
SECURITY+/+STABILITY++++++++++
RECOGNITION+/+FREEDOM
1,9
PRODUCT+/+SERVICE+++++++++++++++++++++
CITIZENSHIP++++++++++++++++++++++++++++++++++++
GOVERNANCE+/+PERFORMANCE
2,0
BUY++++++++++++++++++++++++++++++++++++++++++++++++++
PREFERENCE++++++++++++++++++++++++++++++++++++++++
RECOMMEND+++++++++++++++++++++++++++++++++++++++++++
TRUST
1,7 1,9
SPONSORSHIP ARTS
TOGETHERNESS+/+ACCEPTANCE++
SECURITY+/+STABILITY++++++++++
RECOGNITION+/+FREEDOM
1,8
PRODUCT+/+SERVICE+++++++++++++++++++++
CITIZENSHIP++++++++++++++++++++++++++++++++++++
GOVERNANCE+/+PERFORMANCE
1,8
BUY++++++++++++++++++++++++++++++++++++++++++++++++++
PREFERENCE++++++++++++++++++++++++++++++++++++++++
RECOMMEND+++++++++++++++++++++++++++++++++++++++++++
TRUST
1,6 1,7
SPONSORSHIP PUBLIC+AUTHORITIES
TOGETHERNESS+/+ACCEPTANCE++
SECURITY+/+STABILITY++++++++++
RECOGNITION+/+FREEDOM
1,6
PRODUCT+/+SERVICE+++++++++++++++++++++
CITIZENSHIP++++++++++++++++++++++++++++++++++++
GOVERNANCE+/+PERFORMANCE
1,9
BUY++++++++++++++++++++++++++++++++++++++++++++++++++
PREFERENCE++++++++++++++++++++++++++++++++++++++++
RECOMMEND+++++++++++++++++++++++++++++++++++++++++++
TRUST
1,2 1,6

37. 37 onstrategy
Reputa?on impacts Brand Strength, Brand Value and Enterprise Value

38. 38 onstrategy
Reputa?on impacts Brand Strength, Brand Value and Enterprise Value
REPUTATION
SUPPORTIVE BEHAVIOR
TRUST 9% 16% 35% 55% 84%
BUY PRODUCTS AND SERVICES 8% 14% 31% 51% 83%
PREFERENCE 8% 13% 30% 50% 83%
RECOMMEND 7% 13% 30% 50% 82%
SAY SOMETHING POSITIVE 8% 12% 27% 44% 77%
WORK FOR/WITH 10% 17% 31% 47% 73%
INVEST IN 7% 11% 24% 39% 67%
0-39 40-59 60-69 70-79 80-100

39. 39 onstrategy
EQUITY DIFFERENTIATION REPUTATION PERFORMANCE SUSTAINABILITY
WEIGHT % WEIGHT % WEIGHT % WEIGHT % WEIGHT %
STAKEHOLDERS
SUPPORTIVE
BEHAVIOR
CONSUMERS IMPACT +/- TRUST IMPACT +/-
CUSTOMERS
SUPPLIERS BUY PRODUCTS
EMPLOYEES AND SERVICES
MEDIA
COMPETITORS IMPACT +/- IMPACT +/- PREFERENCE IMPACT +/- IMPACT +/-
OPINION LEADERS
OPINION MAKERS IMPACT +/- RECOMMEND IMPACT +/- IMPACT +/-
SHAREHOLDERS
INVESTORS SAY SOMETHING
SINDICATES POSITIVE
ASSOCIATIONS
REGULATORS IMPACT +/- IMPACT +/- WORK FOR/WITH IMPACT +/-
POLITICAL AUTHORITIES
ECONOMICAL AUTHORITIES INVEST IN IMPACT +/- IMPACT +/-
BRAND STRENGTH INDEX
IMPACT +/- IMPACT +/-
IMPACT +/- IMPACT +/-
REPUTATION INDEX STRENGTH INDEX REPUTATION UNIT STRENGTH UNIT ENTERPRISE VALUE BRAND VALUE CHART
Formula:
Reputation X Strength
= W €
Formula:
Reputation X Strength
= Z €
P €
Q €
INDUSTRY
BRAND
A pts C pts 1 pts = X pts
= Y pts1 ptsD ptsB pts
EV
BV
BSI
REP
EV
BV
BSI
REP
Reputa?on impacts Brand Strength, Brand Value and Enterprise Value

40. 40 onstrategy
Reputa?on impacts Brand Strength, Brand Value and Enterprise Value

41. 41 onstrategy
Be aware of the Reputa?on Finance Value...
Enterprise Value Brand Value Brand Strength Reputa2on Index Reputa2on Value
28.200 Million USD 3.143 Million USD 77 pts 57 pts 1.032 Million USD
3,7% EV / 32,8%BV
1.991 Million USD 279 Million USD 76 pts 55 pts 46 Million USD
2,3% EV / 16,5%BV
Example (Lisbon Euronext Public Companies, Dec 2014):

42. 42 onstrategy
The Reputa?on Management Era...

43. 43 onstrategy
The Reputa?on Management Era...
STAKEHOLDERS MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...
CONSUMERS
CUSTOMERS
SUPPLIERS
EMPLOYEES
MEDIA
COMPETITORS
OPINION LEADERS
OPINION MAKERS
SHAREHOLDERS
INVESTORS
SINDICATES
ASSOCIATIONS
REGULATORS
POLITICAL AUTHORITIES
ECONOMICAL AUTHORITIES
REPUTATIONAL RISK SOURCES
REPUTATIONAL RISK SOURCES / COUNTRY
Are we prepared for a mulK-dimensional management challenge?

44. 44 onstrategy
The Reputa?on Management Era...
STAKEHOLDERS MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...
CONSUMERS
CUSTOMERS
SUPPLIERS
EMPLOYEES
MEDIA
COMPETITORS
OPINION LEADERS
OPINION MAKERS
SHAREHOLDERS
INVESTORS
SINDICATES
ASSOCIATIONS
REGULATORS
POLITICAL AUTHORITIES
ECONOMICAL AUTHORITIES
REPUTATIONAL RISK SOURCES
REPUTATIONAL RISK SOURCES / COUNTRY
Are we prepared for a mulK-dimensional management challenge?

45. 45 onstrategy
The Reputa?on Management Era...
STAKEHOLDERS MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...
CONSUMERS
CUSTOMERS
SUPPLIERS
EMPLOYEES
MEDIA
COMPETITORS
OPINION LEADERS
OPINION MAKERS
SHAREHOLDERS
INVESTORS
SINDICATES
ASSOCIATIONS
REGULATORS
POLITICAL AUTHORITIES
ECONOMICAL AUTHORITIES
REPUTATIONAL RISK SOURCES
REPUTATIONAL RISK SOURCES / COUNTRY
Are we prepared for a mulK-dimensional management challenge?

46. 46 onstrategy
DIMENSIONS / ATTRIBUTES MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...
PRODUCTS & SERVICES
INNOVATION & DIFFERENTIATION
WORKPLACE & WELLBEING
CITIZENSHIP & SOCIAL RESPONSIBILITY
BUSINESS & FINANCIAL PERFORMANCE
GOVERNANCE & ETHICS
LEADERSHIP & VISION
REPUTATIONAL RISK SOURCES
REPUTATIONAL RISK SOURCES / COUNTRY
The Reputa?on Management Era...
Are we prepared for a mulK-dimensional management challenge?

47. 47 onstrategy
DIMENSIONS / ATTRIBUTES MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...
PRODUCTS & SERVICES
INNOVATION & DIFFERENTIATION
WORKPLACE & WELLBEING
CITIZENSHIP & SOCIAL RESPONSIBILITY
BUSINESS & FINANCIAL PERFORMANCE
GOVERNANCE & ETHICS
LEADERSHIP & VISION
REPUTATIONAL RISK SOURCES
REPUTATIONAL RISK SOURCES / COUNTRY
The Reputa?on Management Era...
Are we prepared for a mulK-dimensional management challenge?

48. 48 onstrategy
DIMENSIONS / ATTRIBUTES MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...
PRODUCTS & SERVICES
INNOVATION & DIFFERENTIATION
WORKPLACE & WELLBEING
CITIZENSHIP & SOCIAL RESPONSIBILITY
BUSINESS & FINANCIAL PERFORMANCE
GOVERNANCE & ETHICS
LEADERSHIP & VISION
REPUTATIONAL RISK SOURCES
REPUTATIONAL RISK SOURCES / COUNTRY
The Reputa?on Management Era...
Are we prepared for a mulK-dimensional management challenge?

49. 49 onstrategy
STAKEHOLDERS DIMENSIONS / ATTRIBUTES COUNTRY A COUNTRY B COUNTRY C COUNTRY D COUNTRY E COUNTRY F
CONSUMERS
CUSTOMERS PRODUCTS & SERVICES % % % % % %
SUPPLIERS
EMPLOYEES INNOVATION & DIFFERENTIATION % % % % % %
MEDIA
COMPETITORS WORKPLACE & WELLBEING % % % % % %
OPINION LEADERS
OPINION MAKERS CITIZENSHIP & SOCIAL RESPONSIBILITY % % % % % %
SHAREHOLDERS
INVESTORS BUSINESS & FINANCIAL PERFORMANCE % % % % % %
SINDICATES
ASSOCIATIONS GOVERNANCE & ETHICS % % % % % %
REGULATORS
POLITICAL AUTHORITIES LEADERSHIP & VISION % % % % % %
ECONOMICAL AUTHORITIES
REPUTATIONAL RISK SOURCES
The Reputa?on Management Era...
Are we prepared for a mulK-dimensional management challenge?

50. 50 onstrategy
The Reputa?on Management Journey...
ExploraKon and basic
measurement
CustomizaKon of measurement
and management
Business planning integraKon
Cross funcKonal implementaKon
and accountability
Full integraKon into strategy
and investments
18%
35%
34%
11%
2%
Are we prepared for a mulK-dimensional management challenge?

51. 51 onstrategy
To remember...

52. 52 onstrategy
To remember...
• Brand image it’s no longer just the look and feel, it is really the result of the
integra?on of the business and brands various tools and departments

53. 53 onstrategy
To remember...
• Brand image it’s no longer just the look and feel, it is really the result of the
integra?on of the business and brands various tools and departments
• For stakehoders their percep?on is their reality

54. 54 onstrategy
To remember...
• Brand image it’s no longer just the look and feel, it is really the result of the
integra?on of the business and brands various tools and departments
• For stakehoders their percep?on is their reality
• Organiza?ons own Posi?oning, but stakeholders own its Reputa?on

55. 55 onstrategy
To remember...
• Brand image it’s no longer just the look and feel, it is really the result of the
integra?on of the business and brands various tools and departments
• For stakehoders their percep?on is their reality
• Organiza?ons own Posi?oning, but stakeholders own its Reputa?on
• Reputa?on drives behavior

56. 56 onstrategy
To remember...
• Brand image it’s no longer just the look and feel, it is really the result of the
integra?on of the business and brands various tools and departments
• For stakehoders their percep?on is their reality
• Organiza?ons own Posi?oning, but stakeholders own its Reputa?on
• Reputa?on drives behavior
• The GRP era has gone; there are so many touchpoints and some are really fast
and dangerous

57. 57 onstrategy
To remember...
• Brand image it’s no longer just the look and feel, it is really the result of the
integra?on of the business and brands various tools and departments
• For stakehoders their percep?on is their reality
• Organiza?ons own Posi?oning, but stakeholders own its Reputa?on
• Reputa?on drives behavior
• The GRP era has gone; there are so many touchpoints and some are really fast
and dangerous
• Change the way you work from communica?on and crisis management to
reputa?on and risk management

58. 58 onstrategy
To remember...
• Brand image it’s no longer just the look and feel, it is really the result of the
integra?on of the business and brands various tools and departments
• For stakehoders their percep?on is their reality
• Organiza?ons own Posi?oning, but stakeholders own its Reputa?on
• Reputa?on drives behavior
• The GRP era has gone; there are so many touchpoints and some are really fast
and dangerous
• Change the way you work from communica?on and crisis management to
reputa?on and risk management
• Drive your company into a journey that assumes reputa?on as a cross
func?onal challenge which is accountable and full integrated into strategy and
investments

59. 59 onstrategy 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: pedro.tavares@onstrategy.com.pt
Mobile: +351 91 938 3036
onstrategy
reinventing business and brands
Thank You