eacd pedro guerreiro 2017
TRANSCRIPT
LISBON COACHING DAY 2017
“The importance of positioning and reputation management
in brand strength and economic value”. EACD - EURONEXT
9th June 2017
Pedro Assude
Agenda
1 RepScoreTM
Model
DELTA Cafés
Group
DELTA
Reputation
Management
Reputation
Economy
2 3 4 Conclusions
5
reputation Your reputation is the general belief or opinion that other people have about you. If you are considered trustworthy and kind, you have a good reputation. Reputation comes from the Latin word reputation which means "consideration." It's how people consider, or label, you — good or bad. The noun reputation can also mean "being known for having a specific skill or characteristic.“ Source: https://www.vocabulary.com/dictionary/reputation
Reputation is known as the set of
emotional and rational perceptions that
the different stakeholders have about
people, organizations or places, and
that according to them they develop
attitudes and behaviors. Source: Reputation Institute
The Reputation Economy
Reputation is the perception
that different stakeholders
have on past and present
actions which influence future
expectations.
For stakehoders their perception is
their reality...
Source: Reputation
Institute
The Reputation in Sharing Economy What they are in common?
“What unifies them all is a reliance on our ability to get
enough information about the person we are exchanging with
to feel comfortable setting the terms on an individual basis. In
other words, they are economies of reputation.”
Source: World Economic Forum
Trust
The Reputation in Sharing Economy
Reputation impacts Brand Strength, Brand Value and Enterprise Value
The Reputation Economy
Source: OnStrategy
Brand Stakeholders
Brand Touchpoints
Brand Economic Value
Stakeholders Equity & Behavior
Drivers
Business Economic Value
Brand Positioning
& Reputation
Enterprise Economic Value
Brand Strength & Risk
Brand Portfolio &
Architecture
The Reputation Economy
Source: OnStrategy
Brand Strength
Brand Positioning & Reputation
Admiration Trust
Preference Recommendation
Products & Services Innovation & Differentiation
Workplace & Wellbeing Social Responsibility Governance & Ethics Leadership & Vision
Finance Profit & Loss
Brand Equity
Legal Protection Awareness Relevance Advantage
Loyalty & Bonding
Market Share Communication Share Touchpoints Efficiency Numeric Distribution Weighted Distribution
Volume / Value Growth
Brand Business Performance
Trust / Buy / Defend / Recommend / Invest / Work
The Reputation Economy Reputation Management is a discipline
Source: OnStrategy
Customer Brand Perceptions affect • Price • Volume • Repeat • Share of wallet • Cross sell
External Audiences Brand Perceptions affect • Distribution terms • Channel access • Strategic alliances • Deal completion • Licensing • CSR
Staff Brand Perceptions affect • Recruitment • Retention • Recommendation • Morale • Staff costs
Financial Audiences Brand Perceptions affect • Interest spread • Share price • Debt/ Equity ratio • Risk appetite • Cost of borrowing
Potential Customers
Existing Customers
Influencers e.g. Media
Trade Channels
Strategic Allies &
Suppliers Investors
Debt providers
Sales
Production
All Other Employees
Middle Managers
Directors
Brand
Reputation and Risk affects a wide range of stakeholders
The Reputation Economy Reputation Management is a discipline
Source: OnStrategy
The Reputation Economy Reputation is on the agenda of all companies and its is a driver of business value
Source: OnStrategy and Reputation Institute
CEO’s Tracking 56%
Say that Reputation is a HIGH priority to Executive Management
and Board of Directors
63% Expect Reputation Management to
be a HIGHER PRIORITY for their company in the next 2-3 years
and
79% agree that we are competing
in a Reputation Economy
but 20% Say they are ready to take
advantage of it
only
Agenda
1 RepScoreTM
Model
DELTA Cafés
Group
DELTA
Reputation
Management
Reputation
Economy
2 3 4 Conclusions
5
The Reputation Economy Reputation Management is a discipline
POSITIONING Based on 4 dimensions (belonging and acceptance, stability and security, recognition and influence, risk and dominance) to map and identify differences in how different stakeholders see and would like to see the brand with which they interact.
Source: OnStrategy
CITIZENSHIP & SOCIAL RESPONSIBILITY
PREFER
ADMIRE
TRU
ST
REC
OM
MEN
D
REPUTATION SCORE
The Reputation Economy Reputation Management is a discipline
Source: OnStrategy
BEH
AVIO
R CONSUMERS
CUSTOMERS SUPPLIERS EMPLOYEES MEDIA COMPETITORS OPINION LEADERS OPINION MAKERS SHAREHOLDERS INVESTORS SINDICATES ASSOCIATIONS REGULATORS POLITICAL AUTHORITIES ECONOMICAL AUTHORITIES
STAKEHOLDERS
RepScore™ Model
Why Measure Reputation?
Source: OnStrategy
The Reputation Economy Reputation Management is a discipline
Excellent/Top Tier Above 80 Strong/Robust 70-79 Average/Moderate 60-69 Weak/Vulnerable 40-59 Poor/Bottom Tier Below 40
All Global Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level. Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale). Q: I would recommend 'Company' to others.
Strong correlation between reputation and recommendation
Source: OnStrategy
The Reputation Economy Reputation Management is a discipline
Source: OnStrategy
The Reputation Economy Reputation Management is a discipline
POSITIONING
REPUTATION TRUST PREFERENCE PURCHASE RECOMMENDATION
Support Behavior
IMPACT According to the different stakeholders perceptions about the brands with regard to their positioning and reputation, we identify their support behavior.
Source: OnStrategy
Agenda
1 RepScoreTM
Model
DELTA Cafés
Group
DELTA
Reputation
Management
Reputation
Economy
2 3 4 Conclusions
5
DELTA CAFÉS in World 35 countries 41 commercial departaments 6 international direct presence
OUR VALUES INTEGRITY TRANSPARENCE
LOYALTY TOTAL QUALITY SUSTAINBILITY S O L I D A R I T Y RESPONSABLE INNOVATION
HUMILITY T R U E
Agenda
1 RepScoreTM
Model
DELTA Cafés
Group
DELTA
Reputation
Management
Reputation
Economy
2 3 4 Conclusions
5
BRAND OVERVIEW Global RepScore™ Pulse Portugal 2017
Source: REPSCORE 2017 OnStrategy
ARCHETYPAL POSITIONING Dimensions and Attributes
Source: OnStrategy
ARCHETYPAL POSITIONING Dimensions and Attributes
Source: REPSCORE 2017 OnStrategy
BRAND OVERVIEW RepScore™ Brand Delta
Source: REPSCORE 2017 OnStrategy
BRAND OVERVIEW RepScore™ Brand Delta Q
Source: REPSCORE 2017 OnStrategy
Integrated Brand Management Platform GN
The Reputation Economy Reputation Management
REPUTATION
Source: OnStrategy
BRAND OVERVIEW Global Brand Management BI Platform
BRAND REPUTATION EMOTIONAL SCORE RATIONAL SCORE CSR SCORE ASSET VALUATOR INDEX BRAND VALUE BRAND AWARENESS MOST TRUSTED BRAND CONSUMER CHOICE BRAND TOUCHPOINTS COMMUNICATION SHARE DIGITAL PRESENCE
BRAND DIMENSIONS
Integrated Brand Management Platform GN
Touchpoints Efficiency 2016 Coffee Industry
BRAND OVERVIEW Touchpoints Efficiency – Coffee Drinkers
Global Score
Source: OnStrategy
>3,5
>4,5
>3,5
Global Score (pts):
Avrg Positioning Score + Avrg Reputation Score + Avrg Impact Score
BRAND OVERVIEW Touchpoints Efficiency – Delta Q Drinkers
Global Score
Moderate >2,5
Strong >3,5
Weak >1,5
Improvement area
Improvement area
Source: OnStrategy
Global Score (pts):
Avrg Positioning Score + Avrg Reputation Score + Avrg Impact Score
Strong >3,5
ON TRADE
Strong >3,5
OFF TRADE
Strong Brand Score
Strategy:
• COMMUNICATE SELECTIVELY
• ACTIVATE AGGRESSIVELY
BRAND OVERVIEW Touchpoints Efficiency – Delta Q Drinkers
Global Score
Source: OnStrategy
Agenda
1 RepScoreTM
Model
DELTA Cafés
Group
DELTA
Reputation
Management
Reputation
Economy
2 3 4 Conclusions
5
CONCLUSIONS
Companies with Excellent or Strong Reputation get significantly more support from the public;
Reputation management should now be a top priority for companies;
Brand activation must be aligned and optimized with industry touch-points, identified as the most efficient;
The financial investment of the brands must be correctly allocated according to the efficiency of the touch-points.
Reputation directly impacts the strength and value of brands and companies;
O Café da Sua Vida
LISBON COACHING DAY 2017
“The importance of positioning and reputation management
in brand strength and economic value”. EACD - EURONEXT
9th June 2017