EACD CDL Pedro Tavares June 2016

1onstrategy

BUSINESS&BRANDSReputa2onValueManagement

June3,2016

onstrategy reinventing business and brands

2onstrategy

Whereandhowdowelivetoday?

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Inaworldcharacterizedbythestressofeverydaylife,byhowquicklyeverythinghappens,bythepermanentchangeofhabitsanda>tudes,bythecompe??venessoffinancialandhumanresources,bytheinstabilityanduncertainty,bytheconstantdemandforsuccess

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Areyousuccessful?

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Manyofthelargestglobalorganiza?onsdonotmeetinfulltheobjec?vessetannually,becausetheydonotmapandmanageinanintegratedmannertheirhuman,physical,intellectualandfinancialresourcesandstakeholderstobuildtrust,preference,purchaseandrecommenda?onofthesame

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Theyarenotbuildingtheirbrands

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Beawarethatbrandsruletheworld

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BrandImageQuiz?

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BrandImageQuiz?

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BrandImageQuiz?

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BrandImageQuiz?

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BrandImageQuiz?

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BrandImageQuiz?

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BrandPosi?onStatementQuiz?

Values...Vision...Mission...Posi?onStatement...

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Over90%ofemployeesdonothavethesecompanyprinciplesproperlyrecognizedintheirminds

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TheBrandImageChallenge

Formany,theimageistheappearanceandthelookandfeel...Butthebrandimage,is really the result of theintegra?on of the businessandbrandsvarioustoolsanddepartments.

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Brandsarethemaincompaniesassets...

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Brandsarethemaincompaniesassets...

Howmuchisitworth?

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Andtheoneswiththehighestfinancevalue...

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Andtheoneswiththehighestfinancevalue...

Andthis?

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Butalsothemostexposedonestorisk...

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Brandsdonotbelongtothemarke?ngteam...

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Heritageambassadorsstorytellingevidences...

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POSITIONING

Belonging Acceptance

Togetherness

Learning Freedom

Recognition

Achievement Vitality

Risk

Structure Stability Security

Caregiver

Outlaw

Ma

gic

ian

Je

ste

r 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

BrandsownPosi?oning...

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ButbrandsdonotownReputa?on...

STAKEHOLDERS EMOTIONALPERCEPTIONS RATIONALPERCEPTIONS

CONSUMERSCUSTOMERS PRODUCTS&SERVICESSUPPLIERSEMPLOYEES INNOVATION&DIFFERENTIATIONMEDIACOMPETITORS WORKPLACE&WELLBEINGOPINIONLEADERSOPINIONMAKERS CITIZENSHIP&SOCIALRESPONSIBILITYSHAREHOLDERSINVESTORS BUSINESS&FINANCIALPERFORMANCESINDICATESASSOCIATIONS GOVERNANCE&ETHICSREGULATORSPOLITICALAUTHORITIES LEADERSHIP&VISIONECONOMICALAUTHORITIES

ADMIRE

TRUST

PREFER

RECOMMEND

BEH

AVIOR

Reputa?onisthepercep?onthatdifferentstakeholdershaveonpastac?onsandfutureexpecta?onsofins?tu?onsandbrands...Forstakehoderstheirpercep?onistheirreality...

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Communica?ondrivespercep?ons

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Percep?onsarereality

POSITIONING REPUTATION

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Percep?onsdrivebehavior

POSITIONING REPUTATION

TRUSTPREFEREBUY

RECOMMEND

WORKINVEST

SAYSOMETHING+

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So,let’smanagereputa?onandrisktoavoidcrisis...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 78TRUST 63 61 63 62 69 76 77PREFER 61 60 61 61 64 74 76RECOMMEND 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 8328% PRODUCTS0&0SERVICES Value.for.money 70 73

Meets.customer.needs 77 80

Innovative 78 7621% INNOVATION First.to.market 74 77

Adapts.quickly.to.change 74 76

Rewards.employees.fairly 68 6911% WORKPLACE Employee.wellbeing 71 70

Offers.equal.opportunities 52 58

Open.and.transparent 62 638% GOVERNANCE Behaves.ethically 70 74

Fair.business.conduct 70 71

Environmentally.responsible 73 7016% CITIZENSHIP Supports.good.causes 57 60

Positive.influence.on.society 58 58

Well.organized 68 709% LEADERSHIP Excellent.management 73 76

Clear.vision.for.its.future 72 72

Profitable 78 797% PERFORMANCE Better.results.than.expected 71 73

Strong.growth.prospects 69 77

31% WORKPLACE46% CITIZENSHIP23% 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



















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



















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



















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

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Andcommunicateasser?vely...

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Theworldchanged...

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Andalsothetouchpointschanged...

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TheGRPerahasgone!!

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Therearesomanytouchpointstoday...

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Andsomearereallyfastanddangerous!!

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So,let’sgetknowledgeandmanagetouchpointsinordertopilotriskandbuildreputa?on

TOUCHPOINT)CONCEPT TOUCHPOINT POSICIONAMENTO VAL REPUTAÇÃO VAL IMPACTO VAL SCORE

SPONSORSHIP SPORTSTOGETHERNESS+/+ACCEPTANCE++RECOGNITION+/+FREEDOM+++++++++++VITALITY+/+CHALLENGE

4,9PRODUCT+/+SERVICE+++++++++++++++++++++INNOVATION++++++++++++++++++++++++++++++++++++CITIZENSHIP

4,7BUY++++++++++++++++++++++++++++++++++++++++++++++++++PREFERENCE++++++++++++++++++++++++++++++++++++++++RECOMMEND+++++++++++++++++++++++++++++++++++++++++++TRUST

4,9 4,8

SPONSORSHIP MUSICTOGETHERNESS+/+ACCEPTANCE++RECOGNITION+/+FREEDOM+++++++++++VITALITY+/+CHALLENGE

4,2 PRODUCT+/+SERVICE+++++++++++++++++++++INNOVATION 4,2

BUY++++++++++++++++++++++++++++++++++++++++++++++++++PREFERENCE++++++++++++++++++++++++++++++++++++++++RECOMMEND+++++++++++++++++++++++++++++++++++++++++++TRUST

3,8 4,1

SPONSORSHIP UNIVERSITYSECURITY+/+STABILITY++++++++++RECOGNITION+/+FREEDOM+++++++++++VITALITY+/+CHALLENGE

3,6 PRODUCT+/+SERVICE+++++++++++++++++++++INNOVATION 3,8


3,4 3,6

SPONSORSHIP HEALTHTOGETHERNESS+/+ACCEPTANCE++SECURITY+/+STABILITY++++++++++RECOGNITION+/+FREEDOM

2,2 CITIZENSHIP++++++++++++++++++++++++++++++++++++GOVERNANCE+/+PERFORMANCE 2,1


2,1 2,1

SPONSORSHIP CULTURETOGETHERNESS+/+ACCEPTANCE++SECURITY+/+STABILITY++++++++++RECOGNITION+/+FREEDOM

1,9PRODUCT+/+SERVICE+++++++++++++++++++++CITIZENSHIP++++++++++++++++++++++++++++++++++++GOVERNANCE+/+PERFORMANCE


1,7 1,9

SPONSORSHIP ARTSTOGETHERNESS+/+ACCEPTANCE++SECURITY+/+STABILITY++++++++++RECOGNITION+/+FREEDOM



1,6 1,7

SPONSORSHIP PUBLIC+AUTHORITIESTOGETHERNESS+/+ACCEPTANCE++SECURITY+/+STABILITY++++++++++RECOGNITION+/+FREEDOM



1,2 1,6

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Reputa?onimpactsBrandStrength,BrandValueandEnterpriseValue

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REPUTATIONSUPPORTIVEBEHAVIOR

TRUST 9% 16% 35% 55% 84%

BUYPRODUCTSANDSERVICES 8% 14% 31% 51% 83%

PREFERENCE 8% 13% 30% 50% 83%

RECOMMEND 7% 13% 30% 50% 82%

SAYSOMETHINGPOSITIVE 8% 12% 27% 44% 77%

WORKFOR/WITH 10% 17% 31% 47% 73%

INVESTIN 7% 11% 24% 39% 67%

0-39 40-59 60-69 70-79 80-100

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EQUITY DIFFERENTIATION REPUTATION PERFORMANCE SUSTAINABILITY

WEIGHT% WEIGHT% WEIGHT% WEIGHT% WEIGHT%

STAKEHOLDERS SUPPORTIVEBEHAVIOR

CONSUMERS IMPACT+/- TRUST IMPACT+/-

CUSTOMERS

SUPPLIERS BUYPRODUCTS

EMPLOYEES ANDSERVICES

MEDIA

COMPETITORS IMPACT+/- IMPACT+/- PREFERENCE IMPACT+/- IMPACT+/-

OPINIONLEADERS

OPINIONMAKERS IMPACT+/- RECOMMEND IMPACT+/- IMPACT+/-

SHAREHOLDERS

INVESTORS SAYSOMETHING

SINDICATES POSITIVE

ASSOCIATIONS

REGULATORS IMPACT+/- IMPACT+/- WORKFOR/WITH IMPACT+/-

POLITICALAUTHORITIES

ECONOMICALAUTHORITIES INVESTIN IMPACT+/- IMPACT+/-

BRANDSTRENGTHINDEX

IMPACT+/- IMPACT+/-

IMPACT+/- IMPACT+/-

REPUTATIONINDEX STRENGTHINDEX REPUTATIONUNIT STRENGTHUNIT ENTERPRISEVALUE BRANDVALUE CHART

Formula:

ReputationXStrength

=W€

Formula:

ReputationXStrength

=Z€

P€

Q€

INDUSTRY

BRAND

Apts Cpts 1pts =Xpts

=Ypts1ptsDptsBpts

EVBVBSIREP

EVBVBSIREP


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BeawareoftheReputa?onFinanceValue...

EnterpriseValueBrandValueBrandStrengthReputa2onIndexReputa2onValue28.200MillionUSD3.143MillionUSD77pts57pts1.032MillionUSD3,7%EV/32,8%BV1.991MillionUSD279MillionUSD76pts55pts46MillionUSD2,3%EV/16,5%BV

Example(LisbonEuronextPublicCompanies,Dec2014):

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TheReputa?onManagementEra...

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STAKEHOLDERS MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...

CONSUMERS

CUSTOMERS

SUPPLIERS

EMPLOYEES

MEDIA

COMPETITORS

OPINIONLEADERS

OPINIONMAKERS

SHAREHOLDERS

INVESTORS

SINDICATES

ASSOCIATIONS

REGULATORS


ECONOMICALAUTHORITIES

REPUTATIONALRISKSOURCES

REPUTATIONALRISKSOURCES/COUNTRY

ArewepreparedforamulK-dimensionalmanagementchallenge?

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CONSUMERS

CUSTOMERS

SUPPLIERS

EMPLOYEES

MEDIA

COMPETITORS

OPINIONLEADERS

OPINIONMAKERS

SHAREHOLDERS

INVESTORS

SINDICATES

ASSOCIATIONS

REGULATORS






45onstrategy



CONSUMERS

CUSTOMERS

SUPPLIERS

EMPLOYEES

MEDIA

COMPETITORS

OPINIONLEADERS

OPINIONMAKERS

SHAREHOLDERS

INVESTORS

SINDICATES

ASSOCIATIONS

REGULATORS






46onstrategy

DIMENSIONS/ATTRIBUTES MARKETING COMMUNICATION SALES LOGISTICS LEGAL FINANCE ...

PRODUCTS&SERVICES

INNOVATION&DIFFERENTIATION

WORKPLACE&WELLBEING

CITIZENSHIP&SOCIALRESPONSIBILITY

BUSINESS&FINANCIALPERFORMANCE

GOVERNANCE&ETHICS

LEADERSHIP&VISION



TheReputa?onManagementEra...ArewepreparedforamulK-dimensionalmanagementchallenge?

47onstrategy


PRODUCTS&SERVICES


WORKPLACE&WELLBEING



GOVERNANCE&ETHICS

LEADERSHIP&VISION




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PRODUCTS&SERVICES


WORKPLACE&WELLBEING



GOVERNANCE&ETHICS

LEADERSHIP&VISION




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STAKEHOLDERS DIMENSIONS/ATTRIBUTES COUNTRYA COUNTRYB COUNTRYC COUNTRYD COUNTRYE COUNTRYF

CONSUMERS

CUSTOMERS PRODUCTS&SERVICES % % % % % %SUPPLIERS

EMPLOYEES INNOVATION&DIFFERENTIATION % % % % % %MEDIA

COMPETITORS WORKPLACE&WELLBEING % % % % % %OPINIONLEADERS

OPINIONMAKERS CITIZENSHIP&SOCIALRESPONSIBILITY % % % % % %SHAREHOLDERS

INVESTORS BUSINESS&FINANCIALPERFORMANCE % % % % % %SINDICATES

ASSOCIATIONS GOVERNANCE&ETHICS % % % % % %REGULATORS

POLITICALAUTHORITIES LEADERSHIP&VISION % % % % % %ECONOMICALAUTHORITIES



50onstrategy

TheReputa?onManagementJourney...

ExploraKonandbasicmeasurement

CustomizaKonofmeasurementandmanagement

BusinessplanningintegraKon

CrossfuncKonalimplementaKonandaccountability

FullintegraKonintostrategyandinvestments

18%

35%

34%

11%

2%


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Toremember...

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Toremember...•  Brand image it’sno longer just the lookand feel, it is really the resultof the

integra?onofthebusinessandbrandsvarioustoolsanddepartments

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•  Forstakehoderstheirpercep?onistheirreality

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•  Organiza?onsownPosi?oning,butstakeholdersownitsReputa?on

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•  Reputa?ondrivesbehavior

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•  TheGRPerahasgone;therearesomanytouchpointsandsomearereallyfastanddangerous

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•  Change the way you work from communica?on and crisis management toreputa?onandriskmanagement

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•  Change the way you work from communica?on and crisis management toreputa?onandriskmanagement

•  Drive your company into a journey that assumes reputa?on as a crossfunc?onalchallengewhichisaccountableandfullintegratedintostrategyandinvestments

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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: [email protected]

Mobile: +351 91 938 3036

onstrategy reinventing business and brands

ThankYou