Post on 23-Jan-2015
description
I Congreso Nacional Recursos Humanos E N E L C O R A Z Ó N D E L A E M P R E S A
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Luis Miguel Peña Llorente & Cuenca Adolfo Fernández Millward Brown adolfo.fernandez@millwardbrown.com
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Ranking Top100 BrandZ de Millward Brown
“Las marcas globales mas valiosas”
Publicado el 21 Mayo en Financial Times
What brands have grown their bond with consumers and their financial value the most over the past decade? What can we learn from them?
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Top 50 High-Growth Brands
Source: Millward Brown Optimor & Jim Stengel Study of Business Growth 7
MB Equity
Database
Leveraged the most
comprehensive
equity database in the
world
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Brand Growth
Measured growth in
consumer bonding
and brand financial
value over the past
10 years
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50 High-
Growth
Brands
Identified best brands
known as
“Stengel 50”
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Not what people buy, but what they buy into
A Brand Ideal is the brand’s inspirational reason for being – “why the brand exists” and the impact it
seeks to make in the world
T H E B E S T B R A N D S
are built on
Grow Marketing must rethink its purpose. We must apply life's lessons — generosity, love, humor, and empathy— so that marketing inspires life, and life inspires marketing” JIM STENGEL P&G Chief Marketing Officer
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How ideals power growth and profit at the world’s greatest companies.
Delivering happiness.
To organize the world's information and make it universally accessible and useful.
The Source of a Brand Ideal
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Brand’s
Heritage
Employee's Beliefs
& Values
Ideals Inspire and Guide All Activities
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EMPLOYEES
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W E B E L I E V E
The technology, the thinking and resources exist to solve the world’s most complicated problems, if there
is the will to solve them.
To build a Smarter Planet
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W E B E L I E V E
Our home and surroundings have a powerful influence on how we think, feel, and live.
They reflect who we are and who we want to be.
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To add color to people's lives.
Think Different.
C E O ’ S Y A LT O S D I R E C T I V O S
N E T W O R K A P D
Notoriedad
85% Atención al cliente
30% Captación
10%
Reputación,
malinterpretación y
exposición
35% Recursos
22% Información al
competidor
11%
90%
REDES SOCIALES
56% 60% 60%
40%
45%
15%
67%
DIRECTIVO y EMPLEADO EN LA RED
88%
36%68% 50%
66% En desarrollo 25%
COMUNICACIÓN CON LOS EQUIPOS
30% 4%
50% 28%
20%
20%
17%
11%
6%
4%
JUSTIFICAR
MÁS CONTACTO
MOTIVAR
ADAPTACIÓN
CONFIANZA
RESIGNACIÓN 60%
80%
60%
60%
30%
52%
44%
29%
20%
20%
12%
7%
PLAN CARRERA
TRATO HUMANO
RETRIBUCCIÓN
FORMACIÓN
INVOLUCRAR
FLEXIBILIDAR
TALENTO
ATRAER RETENER
38%26%
72%50%
Luis Miguel Peña
Retos de la comunicación interna tras la crisis
Los empleados y la reputación corporativa
Algo está cambiando…
¿Qué ha cambiado? ¿Qué está cambiando?
¿Cómo atraer y retener talento?
¿Cómo contribuyen los empleados a la reputación
corporativa?
Las dimensiones la reputación?