6. A new discussion
REPUTATION
VISIBILITY EXPERIENCE
BRAND
What others say
What you say
and how you about you based
behave on shared
AUTHENTICITY EXPECTATIONS
perceptions
7. How do your brand and reputation compare?
What audiences are telling you they actually
What you say experience…
Marketing Customer service scores
Press releases Employee survey results
Executive speeches Stock performance
Lobbying Social conversations
REPUTATION
BRAND VISIBILITY EXPERIENCE What others say
What you say about you based
and how you
on shared
behave AUTHENTICITY EXPECTATIONS
perceptions
What you do… What audiences expect…
Operational performance: Your Reputation Outlook
Quality standards
Customer service
CSR
Employee relations
8. Alignment creates
REPUTATION
VISIBILITY EXPECTATIONS
BRAND
What others say
What you say
and how you about you based
behave on shared
AUTHENTICITY EXPERIENCE
perceptions
AUTHENTIC
ENGAGEMENT
26. "A new model of influence"
Centralised power
Few political actors
Technical arguments
Rational Emotional
Many political actors
Value-based arguments
Diffuse power
Source: Simon Titley
27. Consumer brand & industry sector affect policy brand
Source: BrandZ Top 100 Most Valuable Global Brands, Millward Brown, Ogilvy, WPP, 2011; National Journal Member Research, 2012.
28. Economic Affairs (ECON) committee:
59% believe Financial Transaction Tax will make
Europe's banking sector less competitive
worldwide
63% would support its introduction
40. 1. From policy to politics 2. Investigate what resonates
> POLICY route map Question to MEPs
• Argument (refuting evidence) Chemicals are at the heart of
innovation as they enable the
• Facts (objectives)
creation of new products and
• Balance processes
• Elites
• Winning arguments
> POLITICS journey
• Prejudices (confirming evidence)
• Feelings (subjectives)
• Victory/defeat
• Public
… and yet
• Changing outcomes
Source: HLC Source: CEFIC survey of MEPs 2012
46. 1. Data and smart polling 2. Visualise
What do people really think?
Instrumental > expressive
47. 3. Argue price elasticity 4. Competitive message development
Regulation won’t work
unless…
Scenarios: what will your
opponent say?
48. 5. Long-tail supporters 6. Mobilise employees (or leaders..?)
Don’t ignore small scale At times your most valuable
supporters, aggregate them constituency?
52. 1. What if it all goes wrong? 6. We might upset politicians
2. What if someone criticises us? 7. It is too complicated for
3. We won’t know how to handle people to understand
consequences 8. The press is biased
4. It’s not our job 9. People might notice us
5. Industry as a whole needs to 10. We don’t know what to do
do it