The 2014 Annual Global Conference
THE REPUTATION IMPERATIVE: MANAGING FOR COMPETITIVE ADVANTAGE
WHAT WE’VE HEARD FROM YOU
Every year, we ask CEOs, CMOs, CCOs of leading, global organizations what their top priorities are. In this year’s Annual Reputation Leaders study, you told us your top 3 were:
- Differentiation – product-driven campaigns are providing lower returns at higher costs; to avoid commoditization, how do I establish competitive positioning that based on our company’s purpose and values? How does our corporate narrative impact marketing and communications efforts?
- Integration – for our organization to succeed, reputation must be everyone’s responsibility – how do I make sure that (all) our stakeholders are brought “into the room” when we make decisions?
- Growth – if customers (and the people who influence them) are making decisions based on perceptions of our company, what strengths can I leverage to impact our go-to-market strategies and drive growth? How does this under-leveraged insight help us decide where to invest scarce resources across messages, touchpoints and channels?
THREE TOPIC TRACKS