What is thought leadership and how does it contribute to a strong corporate reputation? PRWeek and TLG invited a collection of in-house communications directors, and observers, to give their insights.
Late last year, Financial Services Authority chief Hector Sants met with the Occupy London protesters. Sants promised to 'listen carefully to those areas where they would like to see change'.
This event epitomised the way companies are renegotiating with society its licence to operate. In this volatile environment, the kind of Thought Leadership exhibited by Sants is essential.
But how is this achieved in practice? How can you become seen as a leader in your field, and command respect from your stakeholders?
We've teamed up with Thought Leadership specialist agency TLG to bring you some answers. In this supplement you'll find plenty of inspiration for refining your organisation's corporate reputation. Find out how Innocent Drinks and Kingfisher have motivated their staff into becoming their primary reputational asset, and hear from executive search expert Dominic Schofield about the kind of characteristics the 21st century reputation manager needs.
Claire Murphy, consultant editor, PRWeek
What is Thought Leadership and is it key to a strong corporate reputation? The authors reveal their views, either from the position of an informed observer, such as the FT's Ravi Mattu, writing about Apple; practitioners, such as serial entrepreneur Luke Johnson; or, from a corporate perspective, such as Nick Folland of Kingfisher discussing leadership on sustainability.
TLG reveals the results of the fifth TLG Index of Thought Leaders (UK). This offers insights into corporate reputation and the factors that drive it. The index reveals the strongest brands and why they are strong, and TLG advises what weaker brands should do to build their reputation.
TLG is pioneering a new approach to corporate reputation: Thought Leadership. We've turned an ill-defined concept into a quantifiable campaign tool. The benefits of being a Thought Leader are demonstrably positive; the most successful enjoy the status as a 'most trusted' brand.
Jonathan Walsh, chair of TLGinsights
There is a lot of discussion about who or what a Thought Leader is, as well as the benefits that this status confers, much of which frankly misses the point.
Read thought leader insights below
Focus, Corporate Reputation: It's the Thought that counts
Now in its fifth year, TLG's Index of Thought Leaders (UK) provides an illuminating view of the firms that are inspiring opinion formers, finds Jonathan Walsh, chair of TLGinsights.
Ravi Mattu, Financial Times: Putting the customer first
Apple's ability to communicate with its audience sets it apart from most other businesses.
Michael Prescott, BT: Smart ways to save energy
Clever digital systems can help conserve resources to safeguard the future of the planet.
Luke Johnson, Risk Capital Partners: Innovate to accumulate
Today's successful Thought Leaders have the ability to think creatively outside the box.
The Rev Paul Flowers, The Co-operative Group: Capturing the ethical opportunity
The Co-operative movement has never been more relevant, bringing with it inspiration for a new generation of entrepreneurs.
Malcolm Gooderham, TLG: Aspire to be a change-maker
Effective Thought Leadership can be the difference between a thriving business and failure.
Rahul Kadavakolu, Wipro: Data is the core commodity
Technology can play a pivotal role in future business success - and data is the key component.
Nick Folland, Kingfisher: Going beyond compliance
Businesses can make a profit from sustainability providing they have a sustainability plan.
James Close, Ernst & Young: Refresh the green agenda
Organisations need to address the issue of sustainability to drive corporate and national growth.
Paul Johnston, Cisco Systems: The power of connectivity
In an increasingly connected web world, a new mindset is needed to deliver greater rewards.
Richard Mound, IBM: Send in the collaborators
As social networking tools change the workplace, leaders must move with the times too.
Dominic Schofield, Korn/Ferry International: The traits of a good leader
Effective business leaders share three key characteristics that put them ahead of the pack.
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