Overview
The desire to achieve and maintain a positive corporate reputation is high on the agenda of business leaders. This is so given their understanding of the beneficial consequences of this concept. CEOs and c-suite executives understand that a positive corporate reputation is a tool for achieving repeated purchases, meeting sales targets, heightening market performances, raising profitability level and increasing overall business revenue. CEOs are aware that a positive corporate reputation can help to attract investors, encourage shareholders to invest in their companies, lower the cost of capital, correlates with superior overall returns, enhances competitive ability, attracts and retains talents, enable strong organizational identification by employees and promote “inter-organizational cooperation or citizenship behavior”. Business leaders routinely rely on it in making a variety of decisions across marketing, human capital development, corporate communications, sales, operations, production and so on. CEOs and their lieutenants recognize that corporate reputation affects the way in which various stakeholders behave towards their organizations. They are aware it is a major tool for achieving employee retention, customer satisfaction, and continued customer loyalty. Not surprisingly, CEOs see corporate reputation as a valuable intangible asset. CEOs and c-suit executives rely on positive corporate reputation as a platform for sending positive signals to stakeholders about products and services compared to other firms within similar industries. The development of a favourable corporate reputation is strategic and critical for business leaders who use is a tool for generating above average returns for their organizations.
In spite of the recognition of these benefits by business leaders, the rate of corporate scandals arising from environmental pollution, poor media management, unfair workplace conditions, toxic culture, bad customer management, intentional wrongdoing, fraudulent concealment of losses, fraudulent accounting practices, breach of laws, internal corruption, tax evasion/avoidance, workplace discrimination, and other factors leading to corporate reputation damage remains high.
Given the spate of scandals that continue to trigger reputational damage, a number of questions come to mind. Some of these include:
- how can the corporate reputation function be led by business leaders to achieve organizational legitimacy?
- how can business leaders and c-suit executives create organizations that thrive legitimately in today’s fiercely competitive, digital and offline environment where stakeholders engage organizations endlessly?
- how can business leaders and c-suit executives inspire the development of systems and platforms that help organizations to swiftly address unjustifiable attacks from stakeholders?
- how can business leaders and c-suit executives court positive corporate reputation through appearances in traditional, new and digital media?
Learning Objectives and Benefits
Upon completion of this programme, participants will:
- Understand international best practices in corporate reputation from the perspective of the traditional attributes of reputation buoyed by how the critical roles of innovation, digital transformation impact heavily on corporate reputation management.
- Learn how the standards of organizational behavior in the context of ESG (Environmental | Social | Governance) impacts performance, decision making among socially conscious investors who screen potential investments and corporate reputation.
- Appreciate how ESG programmes create value over both the short term and the long term.
- Understand how to position ESG as a strategy within organizations and how this helps to build positive corporate reputation.
- Learn the impact of ESG on shareholder value and financial performance, and appreciate why profit led business organizations prioritize ESG programs.
- Understand numerous concepts such as compassionate branding, global brand development strategy, singular minded message consistency, 3Cs brand development strategy etc and how these impact on the development of a positive corporate reputation.
- Learn how tangible and intangible product brands, perceived value, pricing, channel of distribution, brand identity, communication materials, communication channels, and so on contribute to the building of corporate reputation.
- Appreciate how visioning and leadership underpinned by market opportunities, excellent leadership, contributed significantly to the building of strong corporate reputation in global organizations.
- Gain insight into how market-based performance measures of return on investment (i.e. credibility of annual financial reports) reinforced by a record of profitability, low risk investment, business growth, processes, culture and leadership – contribute to the development of positive corporate reputation.
- Become familiar with how emotional appeals such as admiration, respect, trust, and the concept of ‘feel good’ and how these concepts impact heavily on reputation.
Who should attend
- Board Chairmen
- Chief Executive Officers
- Executive Directors
- Independent Non-Executive Directors
- Chief Financial Officers
- Chief Marketing Officers
- General Managers across all functions
- Directors across all functions
- Corporate Communication Directors
- C-Suite executives
Structure and Curriculum
- Leading reputation
- The business mission and purposeful reputation
- Managing crisis, building, trust, moral and ethical reputation through leadership
- International best practices in reputation management
- Leading brands in the global space: a foray into global best practices
- Digital transformation, innovation, business purpose and reputation
- Environment, Social, Governance (ESG): Performance and reputation
- The workplace and the development of corporate reputation
- Corporate like appeal: Why companies are liked, admired, and respected
- Building a great reputation: the roles of leadership and visioning
- Financial performance: its positive & damaging impacts on reputation
- The business media in reputation management
- Economy, business, and reputation
Admission process
1. Click on the Apply Now tab
2. Select the number of participants to enroll on the programme
3. Fill in your details to complete your application
4. Request for an invoice or make an instant payment via our secured payment gateway
5. Upon confirmation of payment, a programme manager will get in touch with you at least three days before the programme commences.
Faculty
Prof. Tayo Otubanjo, leads full-time and executive MBA sessions in Marketing at Lagos Business School. He was until recently a Visiting Professor of Marketing at Yale School of Management, New Haven.
Prof. Otubanjo pursued his PhD in Marketing with a focus on corporate ‘brand’ identity management at The University of Hull (UK) and Brunel University London where he was highly instrumental in the development of the first MSc degree programme in Corporate Brand Management in the UK.
Prof. Otubanjo offers Strategic Marketing and Brand Management advisory services to numerous firms. Past and current clients include Galaxy Backbone, First Bank Plc, FCMB Plc, Keystone Bank Plc, AXA Mansard, Alpha Morgan Capital, Sujimoto Construction, Chams Plc, Cellulant, Top Crust, Superflux, MBC Financial Services Group, Oral B, Consolidated Discount House among others.
In the course of working for CMCConnect BCW and CentrespreadGrey, Prof. Otubanjo carried out brand strategy assignments for national and multinational institutions of note. Some of these include Skye Bank, Wema Bank, Zenith Bank, Coca-Cola, Fanta, Fanta Blackcurrant, Microsoft, and UPS. Others were SAP, Accenture, HiTV, MoneyGram, Kakawa Discount House, SC Johnson, Edo State Board of Internal Revenue (ESBIR), Mass Power Plc, Emirates Airline, Emzor Pharmaceuticals.
Olu Akanmu was until recently, President and Co-CEO of OPay-Nigeria, one of Nigeria’s largest fintech platforms with Unicorn valuation. He has an unusual, diverse C-level strategic leadership experience across several industries including healthcare, FMCG, telecommunications, banking, fintech, and non-profit industries with a track record of growing and scaling businesses successfully across these industries.
He was Executive Director of Retail Banking at First City Monument Bank; Chief Marketing Officer at Airtel, Nigeria; Managing Executive – Retail Banking at former Bank PHB; General Manager- Consumer Marketing; MTN-Nigeria and Client Service Director- Insight Communications (West Africa’s largest advertising agency). He was also Chief Operating Officer at the Society for Family Health and Population Services International (Nigeria and South Africa) and Marketing Manager at former Glaxo-Nigeria.
