Your organization’s reputation is important, but how do you protect and maintain it when you’re constantly fighting fires that can have a detrimental impact on how your organization is viewed by employees, customers and stakeholders?
This session focuses on real life examples of how major corporations monitor and manage reputations, and what you can do to identify and deal with issues and trends to prevent or minimize their impact on an organization's reputation. We will also explore how astute communicators and market researchers increasingly view reputation as something that can be leveraged to produce more effective public relations, marketing and advertising campaigns.
You’ll gain practical advice based on the “lessons learned” by senior communications professionals, and some candid insights to life on the firing line when you represent high-profile companies.
Dokumen tersebut membahas proses kreatif dalam pembuatan iklan, mulai dari pengumpulan data, analisis, penemuan solusi, hingga penentuan tujuan komunikasi. Proses kreatif iklan menganut pendekatan James Webb Young yang terdiri dari keterlibatan diri, inkubasi, iluminasi, dan verifikasi ide. Dokumen juga membahas naskah perencanaan pesan yang berisi masalah, tujuan, keunggulan produk, sasaran, posisi produk, ide ut
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
The document discusses ethics in public relations. It begins with a quote emphasizing the importance of truthfulness and credibility. It then provides a brief history of PR ethics, moving from compliance-focused to more educational and open approaches. Key principles from the PRSA code of ethics are outlined, including advocacy, honesty, expertise, independence, loyalty, and fairness. Examples are given for how to apply each principle. The document concludes by discussing guidelines for ethical issues like disclosure of information, safeguarding confidences, and conflicts of interest. Throughout, ethical dilemmas in PR are presented and the relevant principles discussed.
Red Bull aims to expand into the older adult market by targeting middle-aged men and women experiencing midlife crises who lack motivation. It positions Red Bull as able to give them the focus and energy needed to pursue their deepest desires by getting their "balls back" and finding direction and internal change. Red Bull claims to increase performance, concentration, reaction speed, vigilance, and motivation, making people feel more energetic and improving their well-being.
Children in the US watch an average of 25,000 to 40,000 TV commercials per year. Advertisers spend billions targeting children directly and influencing parental purchases. This influences unhealthy behaviors like tobacco, alcohol, and drug use as well as obesity. Advertising is linked to early sexual behavior and eating disorders in young girls. Possible solutions include educating children about marketing and banning some ads, but these approaches have limitations and drawbacks. Overall, advertising has transformed children's culture into one increasingly focused on consumerism.
Dokumen tersebut menjelaskan bahwa branding bukan hanya sekedar logo produk, tetapi merupakan respon emosional dan kesan yang dirasakan masyarakat terhadap suatu produk secara keseluruhan. Proses branding yang efektif melibatkan penanaman pesan konsisten melalui berbagai saluran komunikasi untuk membentuk brand awareness, brand association, dan brand preference di benak konsumen.
Advertising plays important economic, ethical, and social roles. Economically, it makes consumers aware of products, provides purchase information, and encourages consumption. It differentiates products, builds brand loyalty, and supports media and employment, though it can increase costs. Socially, advertising must follow social norms and risks deception, manipulation, and offending tastes. Ethically, truth and avoiding harm to children are key concerns. Regulators seek fair practices through standards and guidelines.
Dokumen tersebut membahas proses kreatif dalam pembuatan iklan, mulai dari pengumpulan data, analisis, penemuan solusi, hingga penentuan tujuan komunikasi. Proses kreatif iklan menganut pendekatan James Webb Young yang terdiri dari keterlibatan diri, inkubasi, iluminasi, dan verifikasi ide. Dokumen juga membahas naskah perencanaan pesan yang berisi masalah, tujuan, keunggulan produk, sasaran, posisi produk, ide ut
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
The document discusses ethics in public relations. It begins with a quote emphasizing the importance of truthfulness and credibility. It then provides a brief history of PR ethics, moving from compliance-focused to more educational and open approaches. Key principles from the PRSA code of ethics are outlined, including advocacy, honesty, expertise, independence, loyalty, and fairness. Examples are given for how to apply each principle. The document concludes by discussing guidelines for ethical issues like disclosure of information, safeguarding confidences, and conflicts of interest. Throughout, ethical dilemmas in PR are presented and the relevant principles discussed.
Red Bull aims to expand into the older adult market by targeting middle-aged men and women experiencing midlife crises who lack motivation. It positions Red Bull as able to give them the focus and energy needed to pursue their deepest desires by getting their "balls back" and finding direction and internal change. Red Bull claims to increase performance, concentration, reaction speed, vigilance, and motivation, making people feel more energetic and improving their well-being.
Children in the US watch an average of 25,000 to 40,000 TV commercials per year. Advertisers spend billions targeting children directly and influencing parental purchases. This influences unhealthy behaviors like tobacco, alcohol, and drug use as well as obesity. Advertising is linked to early sexual behavior and eating disorders in young girls. Possible solutions include educating children about marketing and banning some ads, but these approaches have limitations and drawbacks. Overall, advertising has transformed children's culture into one increasingly focused on consumerism.
Dokumen tersebut menjelaskan bahwa branding bukan hanya sekedar logo produk, tetapi merupakan respon emosional dan kesan yang dirasakan masyarakat terhadap suatu produk secara keseluruhan. Proses branding yang efektif melibatkan penanaman pesan konsisten melalui berbagai saluran komunikasi untuk membentuk brand awareness, brand association, dan brand preference di benak konsumen.
Advertising plays important economic, ethical, and social roles. Economically, it makes consumers aware of products, provides purchase information, and encourages consumption. It differentiates products, builds brand loyalty, and supports media and employment, though it can increase costs. Socially, advertising must follow social norms and risks deception, manipulation, and offending tastes. Ethically, truth and avoiding harm to children are key concerns. Regulators seek fair practices through standards and guidelines.
Internal PR manages relationships with internal stakeholders like employees, shareholders, and family members. It aims to provide them with relevant updates, recognition, motivation, and a sense of community. External PR focuses on clients, customers, the media and the general public. It coordinates with journalists to maximize positive coverage and maintains important relationships with customers through communication, marketing research, and ensuring their value, cost, and convenience. Financial information shared with shareholders should be explained through text and numbers, with fair treatment and respect.
Connections Planning: what and why it mattersRobin Hassan
I've been pondering the importance of Connections planning in the increasingly complex world of media we live in today. I've outlined some of the key differences vs. traditional (multi) media planning and some of the key issues that need to be considered to deliver solid planning. With a sprinkling of smart examples in there... agree? disagree? have something to add? Would love to hear from you!! :)
** opinions here are my own and not in any way related to my employer**
This document provides an overview of the history and types of advertising. It discusses how advertising has evolved from ancient wall paintings to modern digital formats. Key figures like David Ogilvy, known as the "Father of Advertising", and definitions of advertising are covered. The different mediums of advertising like print, television, radio and online are defined. Examples of iconic advertisements from various countries and industries are shown along with a discussion of major global advertising agencies. In conclusion, the document emphasizes how advertising has become crucial to marketing by building brands and creating product awareness.
The document discusses the fundamentals of creating a successful communications plan, including setting goals and objectives, developing a strategy using appropriate tactics, measuring outcomes, and using research to inform the plan. It provides examples from the National Portrait Gallery, which doubled its entry goal for a portrait competition, and the ASPCA, which exceeded goals for media coverage, website traffic, and new registered users from a campaign. The key lessons are that objectives must support business goals, measurement is essential, and research and measurement should inform strategy.
The document discusses integrated marketing communications (IMC), including its definition, importance, and key concepts. IMC is defined as a strategic planning process that coordinates all brand communication channels to influence consumers. The goal of IMC is to generate short-term financial returns and build long-term brand value through persuasive and measurable communication programs. IMC considers all relevant audiences and demands accountability and measurement of communication outcomes.
The document discusses corporate image and identity. It defines corporate identity as how an organization presents itself through symbols, communication and behavior. Corporate identity is manifested through a corporate identity mix. Corporate image is the perceived sum of an organization based on people's beliefs, ideas and impressions. A positive corporate image can increase profits while a negative image can harm sales and reputation. The document outlines factors that influence corporate identity and image such as logos, communication efforts and public perception over time.
1) The document discusses crisis communication and implications for organizations. It notes that a crisis is a major negative occurrence affecting an organization and that the Titanic did not have a crisis management or communication plan.
2) It outlines the key components of an effective crisis communication plan, including detailing response plans, appointing spokespeople, and ensuring insurance.
3) Penn State University's mishandling of a child abuse scandal is presented as an example of what can go wrong without an adequate crisis communication plan.
Theorical basis: Excellence, Critical and Rhetorical theories in Public Relat...Stephen Tindi
Theories are helpful in understanding and explaining the actions of organizations, PR practitioners and publics. The Excellence, Critical and Rhetorical theories provide useful information on meaning-making between organizations and their publics.
The document outlines an agenda for a brand communication workshop. The workshop aims to define a brand's core values, strengths, and identity. It includes 6 exercises to analyze the target audience, explore brand associations, visualize the brand identity, assess features and benefits, develop a brand proposition, and determine brand values. The workshop follows a structured timing plan and aims to provide a final brand map, mood boards, insights, and recommendations to help guide the brand's future marketing strategy.
Keahlian untuk berkomunikasi dalam tim, sangat dibutuhkan dalam karir sebagai Entrepreneur. Slide ini diajarkan dalam kuliah Entrepreneurship, bertujuan agar peserta kuliah mampu memahami dasar-dasar komunikasi untuk membentuk team building.
The document summarizes a study conducted to measure the brand equity of Colgate toothpaste using a modified version of the Winning Brands model of brand equity measurement. The study measured consumer loyalty, ability to charge a price premium, and brand leveragability. It found that Colgate has the highest Brand Equity Index of 6.415 out of 10, compared to indexes of 3.703 for Pepsodent and 2.421 for Dabur. Colgate's strong brand equity is attributed to its high consumer loyalty and ability to charge a price premium, though it is not considered a highly leveragable brand.
Cadbury India saw a decline in sales after a batch of its Dairy Milk chocolate was found to be worm-infested in 2003, but signed Bollywood star Amitabh Bachchan as a brand ambassador and launched an advertising campaign featuring him to rebuild trust in the brand; consumer trust and sales increased as people believed in Bachchan's endorsement of Cadbury. This demonstrates the impact that a celebrity can have in helping to rebuild a brand after a crisis.
Karakteristik media dalam kegiatan imcakbarmarioni
Dokumen tersebut membahas tentang karakteristik berbagai media komunikasi massa dan konsep dasar pengembangan program-program Integrated Marketing Communication (IMC) yang meliputi direct marketing, sales promotion, public relations, personal selling, dan advertising."
Creative Strategy - Simon Conlin - March 2015Simon Conlin
Creative Strategy - Presentation to Canadian Students March 2015
Simon Conlin
@simononlin
#surrenderyoursay
#KendoWa
#MazdaMassiveTestDrive
#theUndeading
1. Corporate branding represents an organization's values, culture, and strategy and aims to build trust in the company as a whole rather than individual products. It reflects all customer experiences and perceptions of the company.
2. The process of corporate branding involves understanding target audiences, developing a strategic communication plan, and managing branding consistently. Successful brands communicate a company's core beliefs through advertising, PR, and by ensuring internal and external experiences align with the brand.
3. For corporate branding to be effective in India, companies need strong leadership and management that matches international standards to help Indian brands prosper globally.
This document provides an overview of connections planning as a discipline. It begins by discussing how connections planning should integrate branding, business, analytics, digital, social and other areas but lacks widespread cultivation as a discipline. It then discusses the document author's experience and capabilities in consumer pattern recognition, transmedia strategy, content amplification, and new media adoption. Consumer pattern recognition is described as identifying attitudinal patterns among consumers to better communicate with prospects. Transmedia strategy discusses balancing experiences that drive brand commitment and product purchase. The document argues that connections planning can help design unified, relevant brand narratives and experiences across planning teams, media vendors, and other partners to maximize impact.
The document provides a history of advertising in India from its origins in the late 18th century to modern trends. It traces the growth of advertising from early printed ads to the development of agencies in the 1920s-50s and expansion into new media like television, radio, and mobile in later decades. The document also outlines different types of advertising techniques used in India, including covert advertising in movies, and discusses frameworks for planning advertising campaigns and evaluating their impact.
Real world communications on a reputation frameworkUbiquus
Keynote presentation 'Real world communications on a reputation framework' by Anuradha Altekar at Conference Asia Corporate Communications and Reputation India 2012, Mumbai, 23-24 August 2012. Heads and managers of corporate communications, public affairs, social media, brand and reputation, and marcom from retail, BFSI, telecom, auto, steel, oil, and cement companies, among others, attended the conference.
The document provides an overview of Proof's approach to integrated marketing communications and evidence-based processes. Some key points include:
- Proof believes in an evidence-based approach where research is gathered throughout a campaign to better inform programs and continuously optimize performance.
- They provide strategic planning, branding, advertising, public relations, digital and social media services.
- Case studies are presented showing how Proof has helped clients like Transitions Optical, LG Electronics, Destination DC, and Hormel Foods strengthen their brands and achieve business objectives through integrated campaigns.
Internal PR manages relationships with internal stakeholders like employees, shareholders, and family members. It aims to provide them with relevant updates, recognition, motivation, and a sense of community. External PR focuses on clients, customers, the media and the general public. It coordinates with journalists to maximize positive coverage and maintains important relationships with customers through communication, marketing research, and ensuring their value, cost, and convenience. Financial information shared with shareholders should be explained through text and numbers, with fair treatment and respect.
Connections Planning: what and why it mattersRobin Hassan
I've been pondering the importance of Connections planning in the increasingly complex world of media we live in today. I've outlined some of the key differences vs. traditional (multi) media planning and some of the key issues that need to be considered to deliver solid planning. With a sprinkling of smart examples in there... agree? disagree? have something to add? Would love to hear from you!! :)
** opinions here are my own and not in any way related to my employer**
This document provides an overview of the history and types of advertising. It discusses how advertising has evolved from ancient wall paintings to modern digital formats. Key figures like David Ogilvy, known as the "Father of Advertising", and definitions of advertising are covered. The different mediums of advertising like print, television, radio and online are defined. Examples of iconic advertisements from various countries and industries are shown along with a discussion of major global advertising agencies. In conclusion, the document emphasizes how advertising has become crucial to marketing by building brands and creating product awareness.
The document discusses the fundamentals of creating a successful communications plan, including setting goals and objectives, developing a strategy using appropriate tactics, measuring outcomes, and using research to inform the plan. It provides examples from the National Portrait Gallery, which doubled its entry goal for a portrait competition, and the ASPCA, which exceeded goals for media coverage, website traffic, and new registered users from a campaign. The key lessons are that objectives must support business goals, measurement is essential, and research and measurement should inform strategy.
The document discusses integrated marketing communications (IMC), including its definition, importance, and key concepts. IMC is defined as a strategic planning process that coordinates all brand communication channels to influence consumers. The goal of IMC is to generate short-term financial returns and build long-term brand value through persuasive and measurable communication programs. IMC considers all relevant audiences and demands accountability and measurement of communication outcomes.
The document discusses corporate image and identity. It defines corporate identity as how an organization presents itself through symbols, communication and behavior. Corporate identity is manifested through a corporate identity mix. Corporate image is the perceived sum of an organization based on people's beliefs, ideas and impressions. A positive corporate image can increase profits while a negative image can harm sales and reputation. The document outlines factors that influence corporate identity and image such as logos, communication efforts and public perception over time.
1) The document discusses crisis communication and implications for organizations. It notes that a crisis is a major negative occurrence affecting an organization and that the Titanic did not have a crisis management or communication plan.
2) It outlines the key components of an effective crisis communication plan, including detailing response plans, appointing spokespeople, and ensuring insurance.
3) Penn State University's mishandling of a child abuse scandal is presented as an example of what can go wrong without an adequate crisis communication plan.
Theorical basis: Excellence, Critical and Rhetorical theories in Public Relat...Stephen Tindi
Theories are helpful in understanding and explaining the actions of organizations, PR practitioners and publics. The Excellence, Critical and Rhetorical theories provide useful information on meaning-making between organizations and their publics.
The document outlines an agenda for a brand communication workshop. The workshop aims to define a brand's core values, strengths, and identity. It includes 6 exercises to analyze the target audience, explore brand associations, visualize the brand identity, assess features and benefits, develop a brand proposition, and determine brand values. The workshop follows a structured timing plan and aims to provide a final brand map, mood boards, insights, and recommendations to help guide the brand's future marketing strategy.
Keahlian untuk berkomunikasi dalam tim, sangat dibutuhkan dalam karir sebagai Entrepreneur. Slide ini diajarkan dalam kuliah Entrepreneurship, bertujuan agar peserta kuliah mampu memahami dasar-dasar komunikasi untuk membentuk team building.
The document summarizes a study conducted to measure the brand equity of Colgate toothpaste using a modified version of the Winning Brands model of brand equity measurement. The study measured consumer loyalty, ability to charge a price premium, and brand leveragability. It found that Colgate has the highest Brand Equity Index of 6.415 out of 10, compared to indexes of 3.703 for Pepsodent and 2.421 for Dabur. Colgate's strong brand equity is attributed to its high consumer loyalty and ability to charge a price premium, though it is not considered a highly leveragable brand.
Cadbury India saw a decline in sales after a batch of its Dairy Milk chocolate was found to be worm-infested in 2003, but signed Bollywood star Amitabh Bachchan as a brand ambassador and launched an advertising campaign featuring him to rebuild trust in the brand; consumer trust and sales increased as people believed in Bachchan's endorsement of Cadbury. This demonstrates the impact that a celebrity can have in helping to rebuild a brand after a crisis.
Karakteristik media dalam kegiatan imcakbarmarioni
Dokumen tersebut membahas tentang karakteristik berbagai media komunikasi massa dan konsep dasar pengembangan program-program Integrated Marketing Communication (IMC) yang meliputi direct marketing, sales promotion, public relations, personal selling, dan advertising."
Creative Strategy - Simon Conlin - March 2015Simon Conlin
Creative Strategy - Presentation to Canadian Students March 2015
Simon Conlin
@simononlin
#surrenderyoursay
#KendoWa
#MazdaMassiveTestDrive
#theUndeading
1. Corporate branding represents an organization's values, culture, and strategy and aims to build trust in the company as a whole rather than individual products. It reflects all customer experiences and perceptions of the company.
2. The process of corporate branding involves understanding target audiences, developing a strategic communication plan, and managing branding consistently. Successful brands communicate a company's core beliefs through advertising, PR, and by ensuring internal and external experiences align with the brand.
3. For corporate branding to be effective in India, companies need strong leadership and management that matches international standards to help Indian brands prosper globally.
This document provides an overview of connections planning as a discipline. It begins by discussing how connections planning should integrate branding, business, analytics, digital, social and other areas but lacks widespread cultivation as a discipline. It then discusses the document author's experience and capabilities in consumer pattern recognition, transmedia strategy, content amplification, and new media adoption. Consumer pattern recognition is described as identifying attitudinal patterns among consumers to better communicate with prospects. Transmedia strategy discusses balancing experiences that drive brand commitment and product purchase. The document argues that connections planning can help design unified, relevant brand narratives and experiences across planning teams, media vendors, and other partners to maximize impact.
The document provides a history of advertising in India from its origins in the late 18th century to modern trends. It traces the growth of advertising from early printed ads to the development of agencies in the 1920s-50s and expansion into new media like television, radio, and mobile in later decades. The document also outlines different types of advertising techniques used in India, including covert advertising in movies, and discusses frameworks for planning advertising campaigns and evaluating their impact.
Real world communications on a reputation frameworkUbiquus
Keynote presentation 'Real world communications on a reputation framework' by Anuradha Altekar at Conference Asia Corporate Communications and Reputation India 2012, Mumbai, 23-24 August 2012. Heads and managers of corporate communications, public affairs, social media, brand and reputation, and marcom from retail, BFSI, telecom, auto, steel, oil, and cement companies, among others, attended the conference.
The document provides an overview of Proof's approach to integrated marketing communications and evidence-based processes. Some key points include:
- Proof believes in an evidence-based approach where research is gathered throughout a campaign to better inform programs and continuously optimize performance.
- They provide strategic planning, branding, advertising, public relations, digital and social media services.
- Case studies are presented showing how Proof has helped clients like Transitions Optical, LG Electronics, Destination DC, and Hormel Foods strengthen their brands and achieve business objectives through integrated campaigns.
Social media for Customer Service Summitharryrollason
If you’re social media strategy is moving from traditional marketing and beginning to expand throughout your company – especially customer service. Then hear from 20+ leading corporate speakers like Citi, Zappos, KLM, Coca-Cola, Xbox and more. All with first-hand experience at leveraging the power of social media for better customer service
This document discusses power brands and how to build and manage brands as valuable assets. It defines a power brand as one with high awareness, recall, and association with a successful global company. Power brands provide advantages like improved perceptions, greater loyalty, and increased marketing effectiveness. The document also outlines how to assess the strength of a brand based on its weight, length, breadth, and depth. Finally, it provides tips for managing brands, such as linking business and brand strategy, creating a unique identity and positioning, and consistently delivering on the brand contract.
The document outlines a 10 step approach to evaluating a company's CRM capabilities. It discusses understanding customers, defining high value customers, and capturing customer interactions across channels. The goal is to develop a strategic and multi-channel communication plan that nurtures customer relationships over time based on customer insights.
The document discusses how companies can develop and manage their corporate reputation through understanding stakeholders and communicating effectively with different stakeholder segments. It proposes taking a marketing communications perspective to corporate reputation strategy that involves stakeholder segmentation, reputation measurement, strategic evaluation, and developing tailored communications plans. The author believes this approach can help companies assess and build reputational value.
This document discusses how building a strong brand is important for financial services companies to differentiate themselves and gain a competitive advantage in an increasingly competitive market. It outlines the steps to building a powerful financial services brand, including defining the brand's role and positioning strategy, planning brand building programs like advertising and promotions, organizing the company to support brand building through departments and employee training, and continuously monitoring the brand's value. Strong brands communicate the company's values and benefits to customers, helping to build trust which is especially important in the financial services industry since customers are trusting the company with their money.
1) The document discusses key concepts related to brand equity including definitions of a brand, the roles and benefits of brands for consumers and marketers, the differences between brands and products, and factors that contribute to strong brand equity such as brand loyalty and awareness.
2) Customer-based brand equity is defined as the differential effect that brand knowledge has on consumer response to marketing for that brand. Strong brands can provide benefits like greater customer loyalty and larger margins.
3) Elements of brand equity include the brand name, logo, symbols, and marketing activities associated with the brand. Brand equity must be managed through strategies that leverage these elements and associations to reinforce or revitalize the brand over time.
In 3 sentences:
The document discusses the importance of listening to customers in today's marketplace where customers have more choices and power than ever before. It argues that companies should shift marketing efforts from broadcasting messages to gaining a deeper understanding of customers by listening to their feedback and using it to improve the customer experience. The role of the chief listening officer is discussed as leading this effort to truly understand customers and integrate customer data and insights across an organization.
This document contains summaries of two articles related to corporate branding of sustainability efforts.
The first article discusses how Earth Day has become a major marketing opportunity for companies, especially those with large carbon footprints, to promote their sustainability initiatives.
The second article examines Johnson Controls' rebranding efforts from 2006 to 2008 to align their brand more closely with their focus on sustainability and creating smart, efficient environments. It outlines the phases of the rebranding process and lessons learned around internal preparation and education.
Matt King Email Marketing Core Concepts And Best Practice (Sept09)bestmarketing
Here are some key elements of a successful email marketing strategy:
1. Define target markets. Clearly identify your primary target markets based on demographics, interests, behaviors.
2. Understand each market. Research each market to understand their unique needs, pain points, motivations. What differentiates your offering for each group?
3. Develop personas. Create fictional representations of ideal customers to personify each market and guide messaging.
4. Create a content plan. Map out a series of relevant, targeted emails you'll send to each market over time based on their needs.
5. Segment your lists. Organize your subscriber lists so you can send the right messages to the right people.
6.
This document discusses key concepts related to branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Brand equity refers to the added value provided to products and services due to the brand, as perceived by consumers. Brand equity is built through marketing activities and investments that create brand awareness, loyalty, perceptions of quality, and brand associations. It can be measured using tools like brand audits, brand tracking, and brand valuation. Managing brand equity involves developing a branding strategy that makes decisions around brand architecture, portfolio, and revitalization.
Predicting Customer Behavior - An Introduction to iSkyiSky
iSky helps companies and brand owners predict customer behavior.
Our industry experts and research specialists design fully-integrated customer engagement programs to capture the motives behind customer behavior, and analyze the financial implications of this behavior on brand health and enterprise profitability. Our solutions are designed to support customer acquisition and retention initiatives and impact brand strategy.
The document discusses the evolution of a sales organization. It outlines the organization's mission to connect local consumers and businesses through digital and print offerings. It also discusses the changing sales environment and need for a more diagnostic selling approach. The sales strategy for 2010 focused on retaining, growing, and acquiring customers while preparing for transformation. Tools like increased customer data access and online training were provided to help the sales force adapt to changes. In conclusion, the author outlines improvements made and positioning for growth in 2011.
Taking your program global will increase the depth and breadth of your reference offerings, and will accelerate the sales cycle by influencing customers through the use of relevant third-party validation.
Five keys to extending your reach:
Understand the business etiquette.
Understand the culture.
Understand the importance of group and social hierarchies.
Build strong business relationships
Comply with regional privacy laws.
The document analyzes what information the top 30 private equity firm websites provide about their brands, finding that most discuss investment strategy, team, and investments, but fewer differentiate themselves or discuss financial performance. It notes branding helps convey expectations and build trust with key constituencies like investors, management, and employees. Strong brands that meet expectations can command a premium and provide competitive advantages for private equity firms.
Driving ROI and Growing Your Brand Through Social Media | Jez Frampton, Inter...iStrategy
The document discusses driving ROI and growing brands through social media. It emphasizes that social media strategy should follow business and brand strategy, not replace it. Behavior is more important than tools, so brands should focus on understanding customer experiences and decision journeys to identify opportunities to interact. Organizational structure needs to align internally and externally to support the brand through both traditional and digital channels. Key questions are discussed around how marketers can thrive in this changing landscape and how to define and measure success through social media.
This document outlines ideas for a new marketing reality and capitalizing on significant changes taking place in business-to-business marketing. It discusses how traditional techniques are starting to fail as people reject interruptions and spin. Relationships and word-of-mouth are emphasized as the most effective forms of marketing. Specific services offered by the company include opportunities and insights, planning and strategy input, and creating marketing materials and tools to help clients identify opportunities for improvement and implement new strategies.
Top 10 Free Accounting and Bookkeeping Apps for Small BusinessesYourLegal Accounting
Maintaining a proper record of your money is important for any business whether it is small or large. It helps you stay one step ahead in the financial race and be aware of your earnings and any tax obligations.
However, managing finances without an entire accounting staff can be challenging for small businesses.
Accounting apps can help with that! They resemble your private money manager.
They organize all of your transactions automatically as soon as you link them to your corporate bank account. Additionally, they are compatible with your phone, allowing you to monitor your finances from anywhere. Cool, right?
Thus, we’ll be looking at several fantastic accounting apps in this blog that will help you develop your business and save time.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
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The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Final ank Satta Matka Dpbos Final ank Satta Matta Matka 143 Kalyan Matka Guessing Final Matka Final ank Today Matka 420 Satta Batta Satta 143 Kalyan Chart Main Bazar Chart vip Matka Guessing Dpboss 143 Guessing Kalyan night
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
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2. Your Moderator
Your Moderator
Perry Goldsmith
Perry Goldsmith
President
Contemporary Communications Ltd.
Reputations On the Line – CPRS Conference Vancouver 2009
3. “It takes 20 years to build a reputation
and five minutes to ruin it.
and five minutes to ruin it
If you think about that, you’ll do
things differently.”
hi diff l ”
‐ Warren Buffet
Reputations On the Line – CPRS Conference Vancouver 2009
4. Your Panel
Your Panel
• Kyle Braid
Kyle Braid
Vice‐President, Ipsos Reid Public Affairs
• Shawn Hall
Shawn Hall
Senior Communications Manager, TELUS
• Scott McCloy
Communications Director, WorkSafeBC
Reputations On the Line – CPRS Conference Vancouver 2009
5. Kyle Braid
Vice‐President
Vice President
Ipsos Reid Public Affairs
Reputations On the Line – CPRS Conference Vancouver 2009
6. Reputation Management for
p g
Business Success
Reputations On the Line – CPRS Conference Vancouver 2009
7. Why Focus on Reputation?
Why Focus on Reputation?
• Managing reputation is a core part of the business.
Managing reputation is a core part of the business.
– Consumers’ desire to do business with you.
– Employees’ pride in working for you.
– Investors’ confidence to put their money with you.
– Legislators’ inclination to help or hinder you.
– Journalists’ disposition to report positively or negatively
about you.
– NGOs’ propensity to work with or against you.
NGOs propensity to work with or against you
Reputations On the Line – CPRS Conference Vancouver 2009
8. Changing Definition of Reputation
Changing Definition of Reputation
• Traditionally, reputation has been driven by perceptions of:
– What your organization does
– How and how well you do it
• Stakeholders are increasingly basing their perceptions on:
– The values your organization stands for
– How well your organizations’ actions support those values
– Your organizations’ position on issues that affect the broader community
Opportunities for
Environment Health Privacy Diversity
the underserved
Reputations On the Line – CPRS Conference Vancouver 2009
9. Shift in Focus
Shift in Focus
• Traditional view of reputation as vague concept of ambiguous
value.
value
– Primary value is as a hedge against potential negative attention.
– Relevant to companies in heavily regulated industries (e.g. natural
resources).
resources)
• But relevance and importance of reputation to core business
has changed.
h h d
• Offers tangible, short‐term benefits to the bottom line:
g ,
– Increasing the effectiveness and lowering the costs of marketing
– Increasing customers’ preference for your products
Reputations On the Line – CPRS Conference Vancouver 2009
10. Traditional View of Reputation
Future value oriented: building equity for
future crises
Extractive industries
Monopolies
Gov’t supported
Backward looking (tracking &
comparing)
p g)
Elite targets: gov’t, media,
biz/finance
11. Corporate Reputation Practice
Present Value of Reputation
Reputation isn’t just Reputation can help you
something that you store improve your marketing
away for a rainy day. efficiency and therefore
sell products/services
more efficiently.
We take a much more sophisticated approach to
Reputation and Risk than our competitors.
14. A Model of Reputation
Advocates endorse your reputation and help to
pull others up the reputation pyramid
Trust is built by consistently delivering on
y y g
your promises
In general, familiarity breeds favorability
g , y y
Familiarity is the bedrock of
reputation
p
Without awareness there is no
reputation
Building a strong reputation helps an organization
perform more effectively in the present AND builds a
reservoir of goodwill to draw upon in future crises
Reputations On the Line – CPRS Conference Vancouver 2009
15. Reputation Drives Marketing
Efficiency
Effi i
Advocacy
Ad
β = 0.413
MARKETING
β = 0.186
0 86 EFFICIENCY
β = 0.11 Individuals who trust
an organization
are more likely to…
Believe Pay more for a
Feel good about
marketing company’s
using it
communications products/services
Reputations On the Line – CPRS Conference Vancouver 2009
16. Marketing Efficiency
Proportion of Marketing Efficiency
Explained by Reputation
Explained Variance (R2) of
Marketing Efficiency
Reputations On the Line – CPRS Conference Vancouver 2009
17. Building Reputation Creates a
Trust
Virtuous Cycle
Vi t C l
encourages
consumers to Advertising
buy products builds trust
and believe and drives
advertising consumption
Product use
builds trust and
willingness to
try other brands
Reputations On the Line – CPRS Conference Vancouver 2009
18. Trust Impact Changes the Message
p g g
Reputational messages (corporate social responsibility) can be used
to increase brand equity AND to improve financial performance
VS
Traditional CSR
Reputations On the Line – CPRS Conference Vancouver 2009
19. Trust Impact Changes the Message
CSR works better than traditional messaging in all countries
to improve equity flow and brand preference
CS s o e e ect e
CSR is more effective in Developed cou t es
e e oped countries
Increase Brand Equity Improve Financial Performance
Average Change in Equity Flow Increase in Preference
Source: ESOMAR case study
written by Ipsos and Coca-Cola
20. Our comprehensive model tells you how to get
Our comprehensive model tells you how to get
to where you want to be, not just where you are
Your foundation (where you are): Add to it with (where you are going):
Current image – performance on Marketing efficiency – modeling
standard image metrics (Favorability
(Favorability, reputation s
reputation’s effect on the credibility
Trust, etc) and appeal of your messages,
products or services
Drivers of image – what matters to
your image Social context – regulatory
environment, social trends, news
Relative measures – trend over
cycle, etc
time and relative to competitors
Values and policy context –
stakeholder perceptions preferences
perceptions,
and values
Communications – how to improve
your reputation through effective
messages and message placement
Reputations On the Line – CPRS Conference Vancouver 2009
21. Clients Benefiting
From the Approach
Reputations On the Line – CPRS Conference Vancouver 2009
22. Ipsos Products
Ipsos Products
Global @dvisor (22 countries)
I-Rep American Public
and I-Rep Canada
Reputation Pyramid
Image Metrics
Reputational Marketing Efficiency
Benchmark
Analysis
A l i
Omnibus Possibilities
Custom Research
Reputation, Messaging, and
Crisis Management
Stakeholders
Consumers
Over 40 Countries
Reputations On the Line – CPRS Conference Vancouver 2009
23. Key Findings
Present Value of Reputation:
Invest
I t Important Work Increase Trust Leverage
Now New Part Smarter Reputation
Makes the Is an A company The end goal of Reputation
case for important new which lacks reputation oriented
investing part of the a good management messaging
in, and answer to reputation remains the can be more
using,
i “why should
why will have to same – help effective than
reputation we invest in work harder companies and traditional
NOW. reputation?” to get its organizations product/
p
point across. to improve their
p service
level of Trust. messaging
Reputations On the Line – CPRS Conference Vancouver 2009
26. Reputation
• Influences how people buy in a commoditized
Influences how people buy in a commoditized
market
• Is based primarily on an individual’s
Is based primarily on an individual s
perception of the quality of service and
products
• Is unique to an organization
• Can only be understood if measured, and
uncoloured by Kool‐Aid
Reputations On the Line – CPRS Conference Vancouver 2009
27. Public relations practitioners cannot
directly affect the quality of service
and products
p
We do play three key roles, however:
• Responding to stakeholders and media
• Forming relationships with media who impact
Forming relationships with media who impact
our reputation
• Influencing the organization’s decisions
Influencing the organization s decisions
Reputations On the Line – CPRS Conference Vancouver 2009
28. Scott McCloy
Communications Director
WorkSafeBC
Reputations On the Line – CPRS Conference Vancouver 2009
30. Who we are
Who we are
• WorkSafeBC is an independent provincial statutory
WorkSafeBC is an independent provincial statutory
agency
• We serve 2.3 million workers and more than 200,000
registered employers
g p y
• We are the regulator and promoter of workplace
health and safety and the sole provider of workers’
compensation coverage in BC
Reputations On the Line – CPRS Conference Vancouver 2009
31. What we do
What we do
• Promote the prevention of workplace injury, illness,
p p j y
and disease
• Rehabilitate those who are injured and provide safe
Rehabilitate those who are injured and provide safe,
timely return to work
• Provide fair compensation to replace workers' loss of
wages while recovering from injuries
• Ensure sound financial management for a viable
workers' compensation system
p y
Reputations On the Line – CPRS Conference Vancouver 2009
32. Where we were
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
96
97
98
99
00
01
02
03
04
05
06
07
08
09
19
19
19
19
20
20
20
20
20
20
20
20
20
20
WorkSafeBC Reputation Index
Reputations On the Line – CPRS Conference Vancouver 2009
33. Where we are
90% 85%
80%
2009 Target =
70% 83%
60%
50%
40%
30%
20%
10%
0%
96
97
98
99
00
01
02
03
04
05
06
07
08
09
19
19
19
19
20
20
20
20
20
20
20
20
20
20
1
Q
WorkSafeBC Reputation Index
Reputations On the Line – CPRS Conference Vancouver 2009
34. Where we were
Where we were
90%
80%
70%
60%
Positive
50%
Balanced
40% Negative
30%
20%
10%
0%
95 96 97 98 99 00 01 02 03 04 05 06 07 08
19 19 19 19 19 20 20 20 20 20 20 20 20 20
WorkSafeBC Media Relations Outputs
Reputations On the Line – CPRS Conference Vancouver 2009
35. Where we are
Where we are
90%
80%
70%
60%
Positive
ii
50%
Balanced
40% Negative
30%
20%
10%
0%
95 96 97 98 99 00 01 02 03 04 05 06 07 08
19 19 19 19 19 20 20 20 20 20 20 20 20 20
WorkSafeBC Media Relations Outputs
Reputations On the Line – CPRS Conference Vancouver 2009
36. How did we get here?
On the down side…
• Attitudinal Survey 1996
– few perceptions of core mandate(s)
– described as bureaucratic, inefficient,
fiscally irresponsible, lacking in
leadership
– most perceptions from perceived status
as a government monopoly vs. actual
experience
Reputations On the Line – CPRS Conference Vancouver 2009
37. How did we get here?
On the up side…
• Attitudinal Survey 1996
– viewed as having an important role as insurance
provider and workplace educator/enforcer
id d k l d / f
– emphasis should be on prevention
– believe that sponsorship of safety efforts effects
b l h h f f ff ff
positive change
– support to take on higher profile role in safety
support to take on higher profile role in safety
Reputations On the Line – CPRS Conference Vancouver 2009
38. How did we get here?
Strategy…
• 1996
– Change attitudes in the workplace making unsafe work
practices unacceptable
• 2006
– Societal and cultural change is essential in creating a culture
of health and safety in the workplace and WorkSafeBC plays
a principal role in effecting this change
– as champion of workplace health and safety, WorkSafeBC
must and will be the catalyst to change societal attitudes so
that injuries are no longer regarded as an acceptable part of
p y y
the cost of production in any industry
Reputations On the Line – CPRS Conference Vancouver 2009
41. Public s core values
Public’s core values
• H lth d f t
Health and safety
• Preservation of property values
• Community pride
• Peace of mind
Peace of mind
• Economic security
• Absence of conflict
Reputations On the Line – CPRS Conference Vancouver 2009
42. What reputation means to us
What reputation means to us
• Reputation = Public Confidence
Reputation = Public Confidence
• Increased public confidence enables us to:
– D li
Deliver our health and safety message more
h lth d f t
effectively
– Build lasting partnerships with our stakeholders
Build lasting partnerships with our stakeholders
– Lower the injury rate in BC
Reputations On the Line – CPRS Conference Vancouver 2009
43. Reputation and values
Reputation and values
• Reputation linked to corporate values – stated
Reputation linked to corporate values stated
and demonstrated every day
• “What is the right thing to do?”
What is the right thing to do?
• Our values:
– Open, transparent, accountable
– Honest, ethical, respectful, compassionate
– Work to make a difference one human being at a
time
Reputations On the Line – CPRS Conference Vancouver 2009
44. Case study:
Changing a reputation
h i i
• Our reputation impacts our ability to change
behaviours
• An example:
An example:
– Pay Before You Pump, February 2008
Reputations On the Line – CPRS Conference Vancouver 2009
45. Media coverage results
Media coverage results
Grant's Law Media Coverage Sum m ary 2008
WorkSafeBC
Tone of Coverage
Tot al # St ories
Posit ive
Balanced
Negat ive
0 20 40 60 80 100 120 140 160 180 200
N um be r of S t or i e s
Reputations On the Line – CPRS Conference Vancouver 2009
46. What made the difference
What made the difference
REPUTATION
PUBLIC CONFIDENCE
ADDRESS OUR PUBLICS’
CORE VALUES
Reputations On the Line – CPRS Conference Vancouver 2009
47. Where we are
90% 85%
80%
2009 Target =
70% 83%
60%
50%
40%
30%
20%
10%
0%
96
97
98
99
00
01
02
03
04
05
06
07
08
09
19
19
19
19
20
20
20
20
20
20
20
20
20
20
1
Q
WorkSafeBC Reputation Index
Reputations On the Line – CPRS Conference Vancouver 2009
48. How do we stay here?
WorkSafeBC WorkSafeBC
Brand Reputation
Media
Social
Relations &
Marketing Issues Mgmt.
I M t
Focused, honest,
ethical, respectful,
ethical respectful
compassionate
Commitment to
openness, transparency,
accountability, trustworthiness
WorkSafeBC Values
Operations Working to Make a Difference Communications