Mandatory modules - intangible assets
Branding and Corporate Image
Branding and Corporate Image
Branding and Corporate Image
Business communication professionals are expected to have in-depth knowledge and mastery of the different facets of their organisation’s brand and image.
Brand and corporate image are among the basic relational intangible assets for strong relationships with stakeholders, employees, good governance, and corporate responsibility.
Apply communication strategies based on branding drivers including recognition and awareness, and corporate image, i.e., positioning, personality, identity, and legitimacy.
Trustworthiness
Branding and Corporate Image
Branding and Corporate Image
Business communication professionals are expected to have in-depth knowledge and mastery of the components and drivers of trustworthiness and trust in their organisation.
Mastering the key factors of reliability and trust that have the greatest impact on management and decision-making contributes greatly to stakeholder perceptions of trust and trustworthiness during normal operations or in crisis situations.
Explore in detail how these intangible assets of trustworthiness and trust are recognised in the organisation and on what basis stakeholders judge the organisation to be trustworthy.
Credibility
Branding and Corporate Image
Corporate Responsibility
Business communication professionals are expected to have in-depth knowledge and understanding of the corporate credibility attributed to spokespersons, managers, and to their organisations.
Obtaining legitimacy in a normal operational context or in a crisis situation is related to how stakeholders recognise authenticity.
Examine how credibility, a crucial intangible asset, is a key driver of stakeholder engagement with spokespersons and organisations - and on what basis stakeholders consider an organisation to be credible.
Corporate Responsibility
Corporate Responsibility
Corporate Responsibility
With the rise of corporate social responsibility (CSR) initiatives, questions have emerged about their true impact on the communities they serve. CSR reports can look more like marketing materials because much of the data provided by businesses can be selected and measured.
As the business world expresses a desire to become more sustainable by nurturing meaningful relationships with stakeholders, this presents an exciting opportunity for businesses to show how their expertise can play a pivotal role in delivering impact.
Additionally, with the growing demand and visibility of CSR practices as they gain attention and prominence in management journals, in business schools, and in the executive offices of businesses, how should corporate responsibility initiatives be communicated?
Reputation
Corporate Responsibility
Reputation
Business communication professionals are expected to have in-depth knowledge and mastery of the multiple components shaping the reputation of their organisations and its spokespersons.
A healthy reputation is rooted in the corporate culture and social norms, which calls for a structured management approach to nurture its fair value. Examining how to integrate the inputs of strategic reputation management becomes an investment for the organisation.
Learn how to integrate reputation scoring into an organisation's communication management dashboard.
Challenge your teams to stretch strategic decision-making skills at an enterprise level
Practice strategic advisory skills in a safe space
The Credibility Institute is pleased to offer Archetypical’s unique business simulation program, designed to help communications and marketing teams advance from technical experts to trusted strategic advisors within their organizations.
Played online or in person, this immersive experience bridges the gap between theory and practice, enabling teams to debate key organisational issues through different perspectives in a safe gameplay environment.
Using role-play, teams navigate a series of increasingly complex scenarios to make strategic decisions for the benefit of a large, fictional multi-national organization. Players explore the strategic thinking skills and actions needed to move beyond functional roles to deliver impact.
Corporate Snakes and Career Ladders®
Participants can choose this 4-hour module if they are part of a team.
This module if offered in person or online as a workshop.
This module was developed by Archetypical.
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