The Executive Program on Strategic Reputation Management
Program Introduction
The Executive Program
The Executive Program 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,
Tuck School of Business at Dartmouth
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. The Executive Program 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
Professor of Corporate Communication,
Tuck School of Business at Dartmouth
“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
For more information on any of our training products or to register, please visit: http://www.reputationinstitute.com/training
Program Introduction
The Executive Program
Who is this program for?
•• Executives with responsibility for corporate branding, marketing,
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••
••
••
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
For more information on any of our training products or to register, please visit: http://www.reputationinstitute.com/training
Program Overview
The Executive Program
Sessions
01
The Building Blocks of Corporate Reputation
Presented by Charles Fombrun
Founder and Chairman, Reputation Institute
02
What it Takes to Win in the Reputation Economy
Presented by Kasper Ulf Nielsen
Executive Partner, Reputation Institute
03
Communicating Strategically to Enhance Brand and Reputation
Presented by Paul Argenti
Professor of Corporate Communication, Tuck School of Business at Dartmouth
04
Strategic Brand Management Part 1 – New Brand Imperatives
Presented by Kevin Lane Keller
E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth
05
Strategic Brand Management Part 2 – Building Powerful Brands
Presented by Kevin Lane Keller
E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth
06
The Reputation Champion’s Roadmap
Presented by Anthony Johndrow
Managing Partner (North America), Reputation Institute
07
Build, Protect, and Measure Corporate Reputation
Presented by Paul Argenti
Professor of Corporate Communication, Tuck School of Business at Dartmouth
08
Practical Issues about Reputation Management in International Markets
Presented by Fernando Prado
Managing Director (Spain & Latin America), Reputation Institute
09
Responsible Leadership: Reputational Risk and Crisis Management
Presented by Paul Argenti
Professor of Corporate Communication, Tuck School of Business at Dartmouth
For more information on any of our training products or to register, please visit: http://www.reputationinstitute.com/training
Session Descriptions
The Executive Program
Session
01
Session
02
The Building Blocks
of Corporate Reputation
What it Takes to Win
in the Reputation Economy
Presented by Charles Fombrun
Presented by Kasper Ulf Nielsen
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.
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.
Founder and Chairman, Reputation Institute
Session
03
Executive Partner, Reputation Institute
Session
4&5
Communicating Strategically
to Enhance Brand
and Reputation
Strategic Brand Management
Part 1& 2: New Brand Imperatives
and Building Powerful Brands
Presented by Paul Argenti
Presented by Kevin Lane Keller
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.
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.
Professor of Corporate Communication,
Tuck School of Business at Dartmouth
E.B. Osborn Professor of Marketing,
Tuck School of Business at Dartmouth
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.
For more information on any of our training products or to register, please visit: http://www.reputationinstitute.com/training
Session Descriptions
The Executive Program
Session
06
Session
07
The Reputation
Champion’s Roadmap
Build, Protect
and Measure Corporate Reputation
Presented by Anthony Johndrow
Presented by Paul Argenti
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.”
Session
08
Professor of Corporate Communication,
Tuck School of Business at Dartmouth
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.
Session
09
Practical Issues about
Reputation Management
in International Markets
Responsible Leadership:
Reputational Risk
and Crisis Management
Presented by Fernando Prado
Presented by Paul Argenti
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.
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.
Managing Director (Spain & Latin America), Reputation Institute
Professor of Corporate Communication,
Tuck School of Business at Dartmouth
For more information on any of our training products or to register, please visit: http://www.reputationinstitute.com/training
Faculty Profiles
The Executive Program
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 Tuck School of Business at Dartmouth 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 Tuck School of Business at Dartmouth. 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™.
For more information on any of our training products or to register, please visit: http://www.reputationinstitute.com/training