It is fitting that our special Reputation Issue should coincide with the Cannes Lions International Festival of Creativity, because modern brand, corporate, and organizational reputation is now universally recognized as a global phenomenon – and one that will be the topic of many conversations on the Côte d'Azur from June 16-22.
C-suite executives increasingly buy in to a mantra communications pros have understood for a long time: that what a company stands for is more important than what it sells. But the road to effectively managing reputation still stretches far ahead.
Our focus on global reputation spans in-depth analyses of different aspects of this crucial topic, such as supply chain, brands and corporations as good citizens, cyber security, and reputation across borders.
The issue also highlights a growing global brand, Huawei, and its efforts to improve its reputation worldwide, led by June's Newsmaker Bill Plummer; encouraging social engagement and going beyond CSR at Starbucks; CEO Jerry Murrell using internal comms to drive global expansion at Five Guys; and Reckitt Benckiser's CMO on integration. Then there are further pieces on how so-called “Sherpa brands” drive loyalty; rebuilding trust in the pharma industry; how the energy sector is telling its story; and best practice social media guidelines.
These items, allied to our Insider's Guide to Cannes (p. 36), and much more, make this a comprehensive package about the most crucial issues facing global brands to consume with a nice glass of Domaines Ott on La Croisette – or wherever else you are reading this. Á votre santé!