STRATEGIC
COMMUNICATION
Companies are increasingly being held accountable for their openness and transparency.
The ´license to operate´ is under more pressure than ever. Top executives have to
account for their actions and the Chief Executive Officer is, more than ever, the
personification of the company. Using modern media, customers and consumers at
large can generate large scale publicity if they want to express their dissatisfaction with
the quality of products or if they disagree with particular company policies, for instance
 on corporate social responsibility.
It is essential that companies develop their brand promise from their own vision,
core values and competences and manage to anchor them in the behaviour of their 
employees. A company must always make its brand promise relevant for all stakeholders,
consistently deliver on this and nd communicate about its. 
Koenraad van Hasselt advises companies in clearly defining their vision and mission
and translating these to a corporate identity, brand promise and brand strategy. The
ensuing communications strategy should always support the short-term and medium-term
goals of the company. 
© 2012 Reputation Matters
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