Executive Program: Session schedule

Session 01: The Building Blocks of Corporate Reputation

Presented by Charles Fombrun
Founder and Chairman, Reputation Institute
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.

Session 02: What it Takes to Win in the Reputation Economy

Presented by Kasper Ulf Nielsen
Executive Partner, Reputation Institute
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.

Session 03: Communicating Strategically to Enhance Brand and Reputation

Presented by Paul Argenti
Professor of Corporate Communication, Tuck School of Business at Dartmouth
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.

Session 4&5: Strategic Brand Management Part 1& 2: New Brand Imperatives and Building Powerful Brands

Presented by Kevin Lane Keller
E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth
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. 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.

Session 06: The Reputation Champion’s Roadmap

Presented by Anthony Johndrow
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 07: Build, Protect and Measure Corporate Reputation

Presented by Paul Argenti
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 08: Practical Issues about Reputation Management in International Markets

Presented by Fernando Prado
Managing Director (Spain & Latin America), Reputation Institute
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.

Session 09: Responsible Leadership: Reputational Risk and Crisis Management

Presented by Paul Argenti
Professor of Corporate Communication, Tuck School of Business at Dartmouth
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.