Corporate Communications and Brand Management in Fast-Changing Times

 

 In this convulsive “post-truth” environment the sources of reputational threat to brands have never been greater: false news, rumors, shareholder activism, NGO agitation and rapid-fire social media wars can undermine years of hard work – and billions in value – in a matter of hours.

Communicators and marketers are grappling with an unprecedented level of change and risk. Enterprises must also now wrestle with massive demographic and generational shifts, the rise of political risk, economic tensions, and regulatory uncertainty and diminished public trust, all of which create new threats to brands.

In this new environment, executives face two giant challenges:

·         Guardianship. Communications and marketing leaders must be at the vanguard of ensuring their organizations are aware, resilient and able to sensibly, pragmatically and productively assess, respond and protect on behalf of their brands.

·         Advocacy. These leaders must in turn proactively design communications-led marketing and branding strategies that grow brands while navigating the new minefields.