on Strategic Reputation Management
Program Introduction on Strategic Reputation Management The Reputation Economy is an environment in which people buy products, take jobs, and make investments based mainly on their trust, admiration and appreciation for the companies and institutions that stand behind them. Kevin Lane Keller E.B. Osborn Professor of Marketing, Source: Reputation Institute CRO Survey, 2012 Is your company thriving in the Reputation Economy? Reputation Institute and Tuck Executive Education at Dartmouth have partnered to bring you a live, dynamic online program that explains how organizations can strengthen relationships with key stakeholders and leverage their corporate reputations to drive tangible outcomes. The faculty teaching in this program are acknowledged thought leaders in the area of reputation management a field that is increasingly becoming essential for CCOs, CMOs, and other C-level executives to master. This field also affects many functional areas within an organization and there is a need to involve cross-functional teams in a company s reputation strategy. According to the 2012 Korn/Ferry survey of Fortune 500 Chief Communications Officers, 84 percent of CCOs said they are giving more attention to providing leadership on reputation, values, and culture in their companies. on Strategic Reputation Management takes a holistic approach towards understanding reputation strategy and how it fits in an organization s overall corporate strategy. These nine virtual, interactive sessions will prepare you to understand and thrive in the Reputation Economy. Paul Argenti Partnering with Reputation Institute allows us to share the brand and reputation frameworks from our worldclass faculty in a virtual environment. The program creates an opportunity to network with peers and engage with faculty who are experts in the field. What we learned from our Brand & Reputation program last year is that if cross-functional teams from a firm participate, they can multiply the impact and work towards a one-company communications strategy. This innovative program offers tremendous value for executives and their organizations. Clark Callahan Executive Director at Tuck Executive Education at Dartmouth
Program Introduction Who is this program for? Executives with responsibility for corporate branding, marketing, corporate communications, and/or investor relations, as well as C-level executives Functional leaders who are involved with defining or executing brand and reputation strategies, such as leaders from human resources, public affairs, environmental relations, and legal Managers seeking to move into leadership positions in their organization Individuals seeking knowledge for career advancement in the field of reputation management We encourage cross-functional teams from within an organization to attend, as that accelerates the impact and engenders a common language and understanding in the organization Fernando Prado Managing Partner of Reputation Institute, Spain & Latin America What will I gain by participating in this program? This program focuses on the essential competencies needed to lead strategic reputation management including: Clarifying the business case for reputation management Improving returns on communications investments Using strategic communication to connect strategy development and strategy execution Defining brand equity and developing a brand architecture strategy Measuring, building and protecting your reputation Using reputation risk analysis to enhance credibility, gain trust, and effectively manage crisis situations Building a competency framework for the Chief Reputation Officer At the end of the program you will be awarded a certificate of completion from Reputation Institute and Tuck Executive Education at Dartmouth. The sessions are taught by world-renowned faculty from Tuck Executive Education including Paul Argenti and Kevin Lane Keller, as well as leading thought leaders from Reputation Institute including Charles Fombrun, Kasper Nielsen, Anthony Johndrow, and Fernando Prado. Kasper Ulf Nielsen Executive Partner of Reputation Institute An invaluable course for communications professionals interested in a global view of reputation, practical methods to improve the reputations of the organizations they work for and to meet fellow professionals in a convenient environment. The format and course length was perfect for anyone working full-time, and the presenters were very credible. Great baseline for understanding reputation management and how to get started. Natasha Chetty Principal Consultant, Bellwether Strategies Canada
Program Overview s 01 02 03 04 05 06 07 08 09 The Building Blocks of Corporate Reputation Presented by Charles Fombrun Founder and Chairman, Reputation Institute What it Takes to Win in the Reputation Economy Presented by Kasper Ulf Nielsen Executive Partner, Reputation Institute Communicating Strategically to Enhance Brand and Reputation Strategic Brand Management Part 1 New Brand Imperatives Presented by Kevin Lane Keller E.B. Osborn Professor of Marketing, Strategic Brand Management Part 2 Building Powerful Brands Presented by Kevin Lane Keller E.B. Osborn Professor of Marketing, The Reputation Champion s Roadmap Presented by Anthony Johndrow Managing Partner (North America), Reputation Institute Build, Protect, and Measure Corporate Reputation Practical Issues about Reputation Management in International Markets Presented by Fernando Prado Managing Director (Spain & Latin America), Reputation Institute Responsible Leadership: Reputational Risk and Crisis Management
Descriptions 01 The Building Blocks of Corporate Reputation Presented by Charles Fombrun Founder and Chairman, Reputation Institute The purpose of this session is to develop a shared understanding of the concept of reputation. Participants are exposed to the underlying theoretical frameworks that have guided theorizing about corporate reputations. The session will deconstruct the meaning of the term, and how it relates to other constructs such as trust, respect, admiration, appeal and attractiveness. We will explore the effects and implications of managing corporate reputations. 02 What it Takes to Win in the Reputation Economy Presented by Kasper Ulf Nielsen Executive Partner, Reputation Institute The purpose of this session is to clarify the business case for reputation management and to outline what it takes to win in the Reputation Economy. Today people buy products, take jobs, and make investments based mainly on their trust, admiration and appreciation for the companies that stand behind them. This becomes a challenge to companies as they adapt to different ways of communicating and engaging with stakeholders, but it also provides an opportunity to strategically setup the organization to secure sustainable business success. In this session, participants will be exposed to a new way of working with stakeholder engagement and communication. 03 Communicating Strategically to Enhance Brand and Reputation This session develops the notion that the only way to execute strategy successfully is through a strategic approach to corporate communication. We will analyze how strategic communication creates a more integrated approach to the corporation s message, allows for a more coherent message for all constituencies, and keeps the focus on looking at communication from the perspective of your audience. Finally, we will cover new ways to enhance participants own approaches to communication as a way to enhance their leadership styles. You can t execute it if you can t communicate it; it s really that simple. 4&5 Strategic Brand Management Part 1& 2: New Brand Imperatives and Building Powerful Brands Presented by Kevin Lane Keller E.B. Osborn Professor of Marketing, One of a firm s most valuable assets are the brands that it has invested in and developed over time. The difficulty and expense of introducing new products puts more pressure than ever on firms to skillfully manage their existing brands and leverage these assets to maximize their value. The rules of the game are changing dramatically in branding. Companies need fresh thinking about how to operate and compete given a new marketing environment and the realities of the modern economy. The two sessions provide a comprehensive overview of key branding issues as well as an in-depth examination of how to unleash the power of branding.
Descriptions 06 The Reputation Champion s Roadmap Presented by Anthony Johndrow Managing Partner (North America), Reputation Institute The purpose of this session is to equip executives with the tools and best practices they need in order to drive reputation-based decision-making in their organization. Participants are exposed to the business case underpinning the concept of the Reputation Economy and empirical evidence they can use to enable board-level conversations about the need to approach strategy differently. Introducing the premise of navigating a stakeholder ecosystem with reputation as a lens, we will demonstrate the need to address an interconnected world with tools outside of traditional marketing that leverage perceptions of the company as a driver of business goals. We will conclude with a discussion of the skills and competencies required to be a successful Reputation Champion. 07 Build, Protect and Measure Corporate Reputation What is identity? Image? Reputation? Brand? These terms are so misused in organizations that in many cases, they have ceased to have any real meaning. This session will provide clear definitions for all of the terminology, offer ways for companies to build an identity that will lead to a more favorable reputation, and look at ways to measure success. We will also discuss why this has become more important in the current environment for business, and how companies can use a strong reputation as a competitive advantage. 08 Practical Issues about Reputation Management in International Markets Presented by Fernando Prado Managing Director (Spain & Latin America), Reputation Institute The purpose of this session is to provide a practical guide to reputation management in a diverse and global business environment. We will address reputation management across different business sectors and multinational companies. We will use insights from our Reputation Leaders study in order to understand the main issues when managing the reputation of a company and what varies when comparing different countries, business sectors, and various stages through the Reputation Journey. 09 Responsible Leadership: Reputational Risk and Crisis Management Today s most successful corporations are finding ways to use reputational risk analysis as a way to enhance their credibility and gain trust. Others are also finding opportunity in spotting the risk ahead of time and solving problems before they happen. This session will focus on ways to avoid crises as well as what to do if you get into trouble despite your best efforts. Learning how to turn a crisis into an opportunity by managing it effectively helps companies build strong reputations.
Faculty Profiles Dr. Charles Fombrun Charles is Founder and Chairman of Reputation Institute. He is a former Professor of Management at New York University s Stern School of Business and at The Wharton School, University of Pennsylvania. Charles is the author of numerous books, including the path-breaking best-seller Reputation: Realizing Value from the Corporate Image, first released by Harvard Business School Press in 1996. Dr. Fombrun has published hundreds of articles in leading management journals, and is the creator of reputation management systems used by many companies around the world. Kasper Ulf Nielsen Kasper is Executive Partner of Reputation Institute. Kasper has been engaged in international reputation management since 2000 helping companies in a range of industries such as Pharmaceuticals, Information Technology, Food and Beverage, Public Transportation, and Financial Services. Kasper has made numerous presentations at international conferences on reputation management, as well as published a number of articles. Kasper is also the co-author of the book Introduction to Organizational Theory published in 1999. Paul Argenti Paul is Professor of Corporate Communication at the and Faculty Director of Tuck Executive Education s Leadership and Strategic Impact, Brand and Reputation, and custom programs. He teaches management, corporate responsibility, and corporate communication and has provided consulting and training for hundreds of organizations. Before coming to Tuck in 1981, he taught at the Harvard Business School and Columbia Business School; he has also been a visiting professor in Japan, Finland, the Netherlands, India, and Singapore. The sixth edition of Professor Argenti s textbook Corporate Communication was published in 2012 and he is completing work on a seminal work entitled Corporate Responsibility. He has written numerous articles for both academic and practitioner journals and appears frequently on radio and television. Kevin Lane Keller Kevin is the E.B. Osborn Professor of Marketing at the. He is acknowledged as one of the international leaders in the study of brands, branding, and strategic brand management and has worked on branding projects for some of the world s most successful brands. Professor Keller s textbook Strategic Brand Management, now in its fourth edition, has been adopted at top business schools and leading firms around the world. He is also the co-author with Philip Kotler of the all-time best-selling introductory marketing textbook Marketing Management, now in its 14th edition. Prior to joining the Tuck faculty, he taught at Stanford University, University of California at Berkeley and University of North Carolina at Chapel Hill; he has also been a visiting professor at Duke University and the Australian Graduate School of Management. Anthony Johndrow Anthony is Managing Partner of Reputation Institute North America. In this role, as well as his previous role as COO of an international Corporate Brand consultancy, Anthony has been involved in reputation management and strategy consulting in Consumer Products, Financial Services, Pharmaceuticals, Biotech, Media, and Information Technology. Anthony has spent more than 14 years in a combination of brand management, general management, corporate communications, and public affairs roles, including stints at Procter & Gamble and The Coca-Cola Company (as founder of The Coca-Cola Think Tank). Since teaching Economics and Statistics as an undergrad at Harvard, Anthony has regularly spoken and written about Branding and Corporate Reputation. Fernando Prado Fernando is Managing Partner of Reputation Institute Spain & Latin America and implements reputation management systems in many of the most relevant companies in those countries. Previously, Fernando worked for WPP Group for 10 years (1997-2006) serving in different functions and locations related to brand strategy development. He has developed award winning advertising and brand management strategies, including two Grand Prix in Spain: Viajes Iberia (2002) and BBVA (2005). Fernando is considered to be an expert in country branding; he was a member of the advisory group on the institutional project Brand Spain in 2003, and since 2008, he has been promoting internationally the concept of country reputation using Reputation Institute s Country RepTrak.