Embed Size (px)
Citation preview
ReptrakTM Belgium 2012
CEO: you set the tone of your company’s reputation
2012 results of our annual RepTrak™
survey reveal an opportunity for
an increased role of leadership in
Belgian companies.
The leader of tomorrow is
transparent, human, and gives
priority to aligning all his internal
and external stakeholders around
his corporate vision.
REPUTATIONINSTITUTE
2. the target group is people from the general public
akkanto’s products and services
Reputation Institute tools
In Belgium, almost 75%2 of those interviewed in our annual RepTrak™ believe the link between the reputation of a company and the reputa-tion of its CEO to be important, while 84% are not able to name a CEO when asked to do so spontaneously. This lack of active presence of Belgian CEOs – while people expect them to play a key role – together with the declining average of the reputation of top Belgian companies, create a huge opportunity for CEOs. These individuals are responsible for setting the tone, standing for their companies, and developing co-herence and alignment around their strategic vision.
Recent research shows that CEO reputation represents up to 45% of a company’s reputation while a 10% change in CEO reputation results in an estimated 24% change in a company’s market capitali-sation. The time has come for Belgian CEOs to take on this reputa-tional challenge as their own, and consider themselves as the most vulnerable – and at the same time – the most leveragable asset of the company they lead.
As orchestra conductors, it is for CEOs all about setting the tone, and making sure all the best people play their parts TOGETHER, with the same will and vision: creating harmony, meaning, and as a result, emotion and bonding. The emotional bonding a company creates with its stakeholders is the guarantee for supportive be-haviours and hence business success.
How akkanto can help you set the tone and manage your reputation
As Thierry Bouckaert, Partner and Managing Director of akkanto, comments: “This year’s
overall decline of corporate reputations in Belgium urges companies to take their reputa-
tion even more seriously. Through our partnership with the Reputation Institute, akkanto is
the reference agency for guiding organisations in Belgium in today’s reputation economy”
Through systematic research, analysis, recommendations and design of action plans, ak-
kanto helps companies build comprehensive strategies and make operational decisions
that are designed to align stakeholders with corporate objectives, thereby create tangible
economic value.
akkantoChaussée de La Hulpe, 189
1170 Brussels, Belgium
T +32 2 610 10 10
www.akkanto.com
Thierry Bouckaert
Walter Gelens
Mélanie McCluskey
Marlies Spaans
Contact details
“40% of my time, I communicate our company’s credo”Jim Burke – Johnson & Johnson CEO
akkanto + the Reputation Institute= A complete range of tools and services to support your reputation,
from crisis management up to long term value creation
For each type of
stakeholder, akkanto
off ers the best pos-
sible methodological
and strategic advice.
Starting from the de-
sign of the corporate
identity, translated
into strategic actions
to the implantations
of concrete action
plans by stakeholder,
and monitoring of
these actions.
Chaussée de La Hulpe, 189Chaussée de La Hulpe, 189
BUSIN
ESS P
ARTN
ERS
EMPLOYEES
GO
VERN
MEN
T & R
EGU
LATO
RSMEDIA
CUSTOMERS
LEADERS
& O
PIN
ION
ELI
TES
Expe
rt A
udits
Part
ners
hip
Iden
tific
atio
n
Str
ateg
ic C
omm
unic
atio
n
CEO Support
CEO M
entor
ing/Positioning
CEO To
olkit &
Coaching
Viral Change
Employer Branding
Internal Comms Dashboard
Training & Coaching
Coalition B
uildingPositioning
Political Landscape
Media Analysis
/Aud
it
Media Relatio
ns
Monitorin
g
Social Media Plat
form
Sponsoring Strategy
Sustainable Positioning
Community Relations
RepTrak TM Deepdive
RepTrak TM Pulse
Brand Value Assessor® Media Rep
Trak
TM
Indu
stry
Rep
Trak
TM
Repu
tation
Training
CRO de
velopment
RepTrakTM Alignment Monitor
Workplace RepTrak TM
Country R
epTrakTM
City R
epTrakTM
ReputationManagement
DiagnosticProcessPlatform
Stakeholder Engagement Strategic Alignment
Strategic Advice
ReptrakTM Belgium 2012
CEO: you set the tone of your company’s reputation
2012 results of our annual RepTrak™
survey reveal an opportunity for
an increased role of leadership in
Belgian companies.
The leader of tomorrow is
transparent, human, and gives
priority to aligning all his internal
and external stakeholders around
his corporate vision.
REPUTATIONINSTITUTE
2. the target group is people from the general public
akkanto’s products and services
Reputation Institute tools
In Belgium, almost 75%2 of those interviewed in our annual RepTrak™ believe the link between the reputation of a company and the reputa-tion of its CEO to be important, while 84% are not able to name a CEO when asked to do so spontaneously. This lack of active presence of Belgian CEOs – while people expect them to play a key role – together with the declining average of the reputation of top Belgian companies, create a huge opportunity for CEOs. These individuals are responsible for setting the tone, standing for their companies, and developing co-herence and alignment around their strategic vision.
Recent research shows that CEO reputation represents up to 45% of a company’s reputation while a 10% change in CEO reputation results in an estimated 24% change in a company’s market capitali-sation. The time has come for Belgian CEOs to take on this reputa-tional challenge as their own, and consider themselves as the most vulnerable – and at the same time – the most leveragable asset of the company they lead.
As orchestra conductors, it is for CEOs all about setting the tone, and making sure all the best people play their parts TOGETHER, with the same will and vision: creating harmony, meaning, and as a result, emotion and bonding. The emotional bonding a company creates with its stakeholders is the guarantee for supportive be-haviours and hence business success.
How akkanto can help you set the tone and manage your reputation
As Thierry Bouckaert, Partner and Managing Director of akkanto, comments: “This year’s
overall decline of corporate reputations in Belgium urges companies to take their reputa-
tion even more seriously. Through our partnership with the Reputation Institute, akkanto is
the reference agency for guiding organisations in Belgium in today’s reputation economy”
Through systematic research, analysis, recommendations and design of action plans, ak-
kanto helps companies build comprehensive strategies and make operational decisions
that are designed to align stakeholders with corporate objectives, thereby create tangible
economic value.
akkantoChaussée de La Hulpe, 189
1170 Brussels, Belgium
T +32 2 610 10 10
www.akkanto.com
Thierry Bouckaert
Walter Gelens
Mélanie McCluskey
Marlies Spaans
Contact details
“40% of my time, I communicate our company’s credo”Jim Burke – Johnson & Johnson CEO
akkanto + the Reputation Institute= A complete range of tools and services to support your reputation,
from crisis management up to long term value creation
For each type of
stakeholder, akkanto
off ers the best pos-
sible methodological
and strategic advice.
Starting from the de-
sign of the corporate
identity, translated
into strategic actions
to the implantations
of concrete action
plans by stakeholder,
and monitoring of
these actions.
Chaussée de La Hulpe, 189Chaussée de La Hulpe, 189
BUSIN
ESS P
ARTN
ERS
EMPLOYEES
GO
VERN
MEN
T & R
EGU
LATO
RS
MEDIA
CUSTOMERS
LEADERS
& O
PIN
ION
ELI
TES
Expe
rt A
udits
Part
ners
hip
Iden
tific
atio
n
Str
ateg
ic C
omm
unic
atio
n
CEO Support
CEO M
entor
ing/Positioning
CEO To
olkit &
Coaching
Viral Change
Employer Branding
Internal Comms Dashboard
Training & Coaching
Coalition B
uildingPositioning
Political Landscape
Media Analysis
/Aud
it
Media Relatio
ns
Monitorin
g
Social Media Plat
form
Sponsoring Strategy
Sustainable Positioning
Community Relations
RepTrak TM Deepdive
RepTrak TM Pulse
Brand Value Assessor® Media Rep
Trak
TM
Indu
stry
Rep
Trak
TM
Repu
tation
Training
CRO de
velopment
RepTrakTM Alignment Monitor
Workplace RepTrak TM
Country R
epTrakTM
City R
epTrakTM
ReputationManagement
DiagnosticProcessPlatform
Stakeholder Engagement Strategic Alignment
Strategic Advice
Results 2012: Zoom on Belgium Results 2012: Top Belgian CompaniesThe average of the 35 companies assessed
in 2011 and 2012 falls by almost 5 points:
the mean drops from 64.2 in 2011 to 59.2
in 2012.
Trust – which is the most intangible and
most valuable asset any organisation wants
to foster – is not the most highly shared
feeling in Belgium, at least in the beginning
of 2012. After more than one year of politi-
cal instability and the subsequent fi nancial
crisis, more than half of the Belgian popu-
lation says they trust Belgium less than
before, and more than 60% say they don’t
trust the government to do what is right for
the country1. 63% of the interviewees can-
not name one company or institution they
trust. They tend to give their trust to their
local networks, their friends and families
Only 6 of the 35 companies assessed do
not lose any point, and only 2 see their
reputation increase. The overall level of
mistrust in the country, its institutions
and its government explain part of this
decrease. However, this negative evolution
should be seen as a strong signal given by
the Belgian population: there is a growing
need for more openness, stakeholder
interaction and human leadership. The
companies that remain at, or reach the
top level are precisely those who have
understood to what extent transparent and
close leadership – creating engagement
and alignment of all stakeholders, internal
and external, around a company vision – is
the key to long term trust generation.
Colruyt wins 6 of the 7 dimensions as-
sessed, with Janssen Pharmaceutica
gaining the highest score on Innovation.
Colruyt, Janssen Pharmaceutica and Ome-
ga Pharma are the top 3 winners in terms
of leadership. On average, Belgian compa-
nies are well perceived in terms of fi nancial
performance and products and services.
Nonetheless, there is still a need to improve
their image on citizenship and governance.
The scores in these areas will improve when
and only when companies fully embrace
the importance of these areas in creating
and sustaining high levels of reputation. Al-
most half of the Belgian population expects
companies to play an active role in terms of
social responsibility, thus opening doors for
eff orts in citizenship to have an increasing
impact in overall reputation.
(“I trust my mother only”!) or just to them-
selves. The result is an environment where
companies and institutions will need to
double the eff orts to regain their weakened
reputation. The climate is not favourable for
making new big promises: companies need
to fi rst deliver on the basics, reassure their
stakeholders and rebuild a strong basis of
trust. Humility, patience, and transparen-
cy are the key attitudes needed to regain
reputation and build a new “reservoir of
goodwill”. This goodwill is the foundation
for surviving any crisis or key change.
2012 2011 gap
Colruyt 79.6 84.6 -5.0
Spadel 74.4 72.6 1.8
Neuhaus 74.3 78.7 -4.4
Delhaize 73.2 76.3 -3.1
Tiense Suiker raff inaderij 71.6 na na
Janssen Pharmaceutica 70.0 71.0 -1.0
Bekaert 69.7 73.4 -3.7
D'Ieteren 69.7 70.6 -0.9
Omega Pharma 66.4 68.5 -2.1
Solvay 65.6 68.6 -3.0
Brussels Airlines 65.4 68.1 -2.7
Makro 64.0 na na
Mestdagh 63.6 69.1 -5.5
Nationale Loterij 61.7 64.8 -3.0
Alken Maes 60.7 64.9 -4.1
UCB 60.2 67.1 -6.9
bPost 59.1 55.9 3.3
Carrefour 57.9 61.6 -3.7
KBC/CBC 56.8 62.6 -5.8
Umicore 56.4 63.5 -7.1
Telenet 56.0 61.7 -5.7
Tessenderlo Group 56.0 59.3 -3.4
AbInbev 55.7 62.4 -6.7
VOO 54.6 57.2 -2.6
ING 53.3 62.6 -9.3
Belgacom 53.2 54.5 -1.4
Electrabel 52.1 53.0 -1.0
Mobistar 51.8 56.9 -5.1
BNP Paribas Fortis 50.9 na na
Distrigas 50.3 na na
MIVB/STIB 48.9 59.1 -10.1
SPE Luminus 47.4 54.7 -7.3
Arcelor Mittal 46.6 na na
NMBS/SNCB Group 43.3 43.8 -0.5
Dexia Bank Belgium 28.3 62.4 -34.1
average 59.1 64.3 -4.8
Results 2012: Zoom on industries The food, distribution and pharmaceuticals
industries benefi t from the highest overall
reputation levels in Belgium, while banks
have suff ered from the recent fi nancial cri-
sis, making them even more fragile, with no
“cushion of goodwill”. It will take time for the
banking sector to rebuild trust and this will
need to be done progressively, by reinstall-
ing transparency and proximity in priority.
The energy and transport sectors are also
lagging behind and will need to invest in the
same values to (re)build their trust reservoir.
Presentation of Reputation Institute Reputation Institute (RI) is the leading international organization devoted to advanc-
ing knowledge about corporate reputations and to providing professional assistance to
companies interested in measuring and managing their reputations proactively.
Founded in 1997, Reputation Institute has been and remains a pioneer and global leader in the
development of measurement tools and in off ering advice and counsel to leading companies
around the world. akkanto is the exclusive partner of the Reputation Institute in Belgium.
The RepTrak™ methodologyIn 2006, Reputation Institute launched the Global RepTrak™ Pulse study to identify and
assess the world’s most respected companies.
It helps close the gap between how stakeholders perceive the company today, what
they want from the company, and where the company wants to go. The RepTrak™ model
– and the global database behind it – supports a level of normative depth in stakeholder
perception and behaviour analysis that is unmatched in the fi eld of corporate reputation.
The RepTrak™ model examines the relationship
between the emotional connection, or “Pulse”,
with any given stakeholder, alongside percep-
tions of seven underlying rational connections
or “dimensions”, identifi ed as: (1) Products/
Services, (2) Innovation, (3) Workplace, (4) Citi-
zenship, (5) Governance, (6) Leadership, and
(7) Performance. Inside of each dimension lies
specifi c attributes that can be customised for
clients in order to allow for programme and
message-ready analysis.
Presentation of akkanto akkanto is a Brussels-based, independent communication consultancy that combines
strategic advice with high quality and eff ective implementation. Our services span across
a comprehensive range of communication expertise, including reputation management,
internal and external corporate communications, public aff airs, crisis communications,
media relations, social media, coaching and training. At akkanto, we achieve measurable
results by designing tailored communication strategies to meet our client’s objectives.
From the fi rst meeting to the implementation of a programme, we work closely with our
clients using proven communication methodologies and fl exible resources. akkanto is a
close-knit team of individuals from diverse and multicultural backgrounds each with a
strong sense of social commitment, cultural engagement and personal vision.
1. (fi eld was conducted in January and February 2012 , trust in the government has probably increased since then)
Lead
ersh
ip
Performance Product/Services Innovation
Citizenship Governance
Work
plac
e
FEEL
ING
ESTEEM A
DM
IRE
TRUST
GlobalRepTakTM
75
65
55
45
35
25
15
5
-5
-15
Food - M
anufa
cturin
gDist
ributio
n
Pharm
aceutic
alsBeve
rage
Meta
llurg
y
Tele
com
munica
tions
Tran
sport
Energy
Bankin
g
2011
2012
gap
Results 2012: Zoom on Belgium Results 2012: Top Belgian CompaniesThe average of the 35 companies assessed
in 2011 and 2012 falls by almost 5 points:
the mean drops from 64.2 in 2011 to 59.2
in 2012.
Trust – which is the most intangible and
most valuable asset any organisation wants
to foster – is not the most highly shared
feeling in Belgium, at least in the beginning
of 2012. After more than one year of politi-
cal instability and the subsequent fi nancial
crisis, more than half of the Belgian popu-
lation says they trust Belgium less than
before, and more than 60% say they don’t
trust the government to do what is right for
the country1. 63% of the interviewees can-
not name one company or institution they
trust. They tend to give their trust to their
local networks, their friends and families
Only 6 of the 35 companies assessed do
not lose any point, and only 2 see their
reputation increase. The overall level of
mistrust in the country, its institutions
and its government explain part of this
decrease. However, this negative evolution
should be seen as a strong signal given by
the Belgian population: there is a growing
need for more openness, stakeholder
interaction and human leadership. The
companies that remain at, or reach the
top level are precisely those who have
understood to what extent transparent and
close leadership – creating engagement
and alignment of all stakeholders, internal
and external, around a company vision – is
the key to long term trust generation.
Colruyt wins 6 of the 7 dimensions as-
sessed, with Janssen Pharmaceutica
gaining the highest score on Innovation.
Colruyt, Janssen Pharmaceutica and Ome-
ga Pharma are the top 3 winners in terms
of leadership. On average, Belgian compa-
nies are well perceived in terms of fi nancial
performance and products and services.
Nonetheless, there is still a need to improve
their image on citizenship and governance.
The scores in these areas will improve when
and only when companies fully embrace
the importance of these areas in creating
and sustaining high levels of reputation. Al-
most half of the Belgian population expects
companies to play an active role in terms of
social responsibility, thus opening doors for
eff orts in citizenship to have an increasing
impact in overall reputation.
(“I trust my mother only”!) or just to them-
selves. The result is an environment where
companies and institutions will need to
double the eff orts to regain their weakened
reputation. The climate is not favourable for
making new big promises: companies need
to fi rst deliver on the basics, reassure their
stakeholders and rebuild a strong basis of
trust. Humility, patience, and transparen-
cy are the key attitudes needed to regain
reputation and build a new “reservoir of
goodwill”. This goodwill is the foundation
for surviving any crisis or key change.
2012 2011 gap
Colruyt 79.6 84.6 -5.0
Spadel 74.4 72.6 1.8
Neuhaus 74.3 78.7 -4.4
Delhaize 73.2 76.3 -3.1
Tiense Suiker raff inaderij 71.6 na na
Janssen Pharmaceutica 70.0 71.0 -1.0
Bekaert 69.7 73.4 -3.7
D'Ieteren 69.7 70.6 -0.9
Omega Pharma 66.4 68.5 -2.1
Solvay 65.6 68.6 -3.0
Brussels Airlines 65.4 68.1 -2.7
Makro 64.0 na na
Mestdagh 63.6 69.1 -5.5
Nationale Loterij 61.7 64.8 -3.0
Alken Maes 60.7 64.9 -4.1
UCB 60.2 67.1 -6.9
bPost 59.1 55.9 3.3
Carrefour 57.9 61.6 -3.7
KBC/CBC 56.8 62.6 -5.8
Umicore 56.4 63.5 -7.1
Telenet 56.0 61.7 -5.7
Tessenderlo Group 56.0 59.3 -3.4
AbInbev 55.7 62.4 -6.7
VOO 54.6 57.2 -2.6
ING 53.3 62.6 -9.3
Belgacom 53.2 54.5 -1.4
Electrabel 52.1 53.0 -1.0
Mobistar 51.8 56.9 -5.1
BNP Paribas Fortis 50.9 61.7 -10.8
Distrigas 50.3 na na
MIVB/STIB 48.9 59.1 -10.1
SPE Luminus 47.4 54.7 -7.3
Arcelor Mittal 46.6 na na
NMBS/SNCB Group 43.3 43.8 -0.5
Dexia Bank Belgium 28.3 62.4 -34.1
average 59.1 64.3 -4.8
Results 2012: Zoom on industries The food, distribution and pharmaceuticals
industries benefi t from the highest overall
reputation levels in Belgium, while banks
have suff ered from the recent fi nancial cri-
sis, making them even more fragile, with no
“cushion of goodwill”. It will take time for the
banking sector to rebuild trust and this will
need to be done progressively, by reinstall-
ing transparency and proximity in priority.
The energy and transport sectors are also
lagging behind and will need to invest in the
same values to (re)build their trust reservoir.
Presentation of Reputation Institute Reputation Institute (RI) is the leading international organization devoted to advanc-
ing knowledge about corporate reputations and to providing professional assistance to
companies interested in measuring and managing their reputations proactively.
Founded in 1997, Reputation Institute has been and remains a pioneer and global leader in the
development of measurement tools and in off ering advice and counsel to leading companies
around the world. akkanto is the exclusive partner of the Reputation Institute in Belgium.
The RepTrak™ methodologyIn 2006, Reputation Institute launched the Global RepTrak™ Pulse study to identify and
assess the world’s most respected companies.
It helps close the gap between how stakeholders perceive the company today, what
they want from the company, and where the company wants to go. The RepTrak™ model
– and the global database behind it – supports a level of normative depth in stakeholder
perception and behaviour analysis that is unmatched in the fi eld of corporate reputation.
The RepTrak™ model examines the relationship
between the emotional connection, or “Pulse”,
with any given stakeholder, alongside percep-
tions of seven underlying rational connections
or “dimensions”, identifi ed as: (1) Products/
Services, (2) Innovation, (3) Workplace, (4) Citi-
zenship, (5) Governance, (6) Leadership, and
(7) Performance. Inside of each dimension lies
specifi c attributes that can be customised for
clients in order to allow for programme and
message-ready analysis.
Presentation of akkanto akkanto is a Brussels-based, independent communication consultancy that combines
strategic advice with high quality and eff ective implementation. Our services span across
a comprehensive range of communication expertise, including reputation management,
internal and external corporate communications, public aff airs, crisis communications,
media relations, social media, coaching and training. At akkanto, we achieve measurable
results by designing tailored communication strategies to meet our client’s objectives.
From the fi rst meeting to the implementation of a programme, we work closely with our
clients using proven communication methodologies and fl exible resources. akkanto is a
close-knit team of individuals from diverse and multicultural backgrounds each with a
strong sense of social commitment, cultural engagement and personal vision.
1. (fi eld was conducted in January and February 2012 , trust in the government has probably increased since then)
Lead
ersh
ip
Performance Product/Services Innovation
Citizenship Governance
Work
plac
e
FEEL
ING
ESTEEM A
DM
IRE
TRUST
GlobalRepTakTM
75
65
55
45
35
25
15
5
-5
-15
Food - M
anufa
cturin
gDist
ributio
n
Pharm
aceutic
alsBeve
rage
Meta
llurg
y
Tele
com
munica
tions
Tran
sport
Energy
Bankin
g
2011
2012
gap
Results 2012: Zoom on Belgium Results 2012: Top Belgian CompaniesThe average of the 35 companies assessed
in 2011 and 2012 falls by almost 5 points:
the mean drops from 64.2 in 2011 to 59.2
in 2012.
Trust – which is the most intangible and
most valuable asset any organisation wants
to foster – is not the most highly shared
feeling in Belgium, at least in the beginning
of 2012. After more than one year of politi-
cal instability and the subsequent fi nancial
crisis, more than half of the Belgian popu-
lation says they trust Belgium less than
before, and more than 60% say they don’t
trust the government to do what is right for
the country1. 63% of the interviewees can-
not name one company or institution they
trust. They tend to give their trust to their
local networks, their friends and families
Only 6 of the 35 companies assessed do
not lose any point, and only 2 see their
reputation increase. The overall level of
mistrust in the country, its institutions
and its government explain part of this
decrease. However, this negative evolution
should be seen as a strong signal given by
the Belgian population: there is a growing
need for more openness, stakeholder
interaction and human leadership. The
companies that remain at, or reach the
top level are precisely those who have
understood to what extent transparent and
close leadership – creating engagement
and alignment of all stakeholders, internal
and external, around a company vision – is
the key to long term trust generation.
Colruyt wins 6 of the 7 dimensions as-
sessed, with Janssen Pharmaceutica
gaining the highest score on Innovation.
Colruyt, Janssen Pharmaceutica and Ome-
ga Pharma are the top 3 winners in terms
of leadership. On average, Belgian compa-
nies are well perceived in terms of fi nancial
performance and products and services.
Nonetheless, there is still a need to improve
their image on citizenship and governance.
The scores in these areas will improve when
and only when companies fully embrace
the importance of these areas in creating
and sustaining high levels of reputation. Al-
most half of the Belgian population expects
companies to play an active role in terms of
social responsibility, thus opening doors for
eff orts in citizenship to have an increasing
impact in overall reputation.
(“I trust my mother only”!) or just to them-
selves. The result is an environment where
companies and institutions will need to
double the eff orts to regain their weakened
reputation. The climate is not favourable for
making new big promises: companies need
to fi rst deliver on the basics, reassure their
stakeholders and rebuild a strong basis of
trust. Humility, patience, and transparen-
cy are the key attitudes needed to regain
reputation and build a new “reservoir of
goodwill”. This goodwill is the foundation
for surviving any crisis or key change.
2012 2011 gap
Colruyt 79.6 84.6 -5.0
Spadel 74.4 72.6 1.8
Neuhaus 74.3 78.7 -4.4
Delhaize 73.2 76.3 -3.1
Tiense Suiker raff inaderij 71.6 na na
Janssen Pharmaceutica 70.0 71.0 -1.0
Bekaert 69.7 73.4 -3.7
D'Ieteren 69.7 70.6 -0.9
Omega Pharma 66.4 68.5 -2.1
Solvay 65.6 68.6 -3.0
Brussels Airlines 65.4 68.1 -2.7
Makro 64.0 na na
Mestdagh 63.6 69.1 -5.5
Nationale Loterij 61.7 64.8 -3.0
Alken Maes 60.7 64.9 -4.1
UCB 60.2 67.1 -6.9
bPost 59.1 55.9 3.3
Carrefour 57.9 61.6 -3.7
KBC/CBC 56.8 62.6 -5.8
Umicore 56.4 63.5 -7.1
Telenet 56.0 61.7 -5.7
Tessenderlo Group 56.0 59.3 -3.4
AbInbev 55.7 62.4 -6.7
VOO 54.6 57.2 -2.6
ING 53.3 62.6 -9.3
Belgacom 53.2 54.5 -1.4
Electrabel 52.1 53.0 -1.0
Mobistar 51.8 56.9 -5.1
BNP Paribas Fortis 50.9 na na
Distrigas 50.3 na na
MIVB/STIB 48.9 59.1 -10.1
SPE Luminus 47.4 54.7 -7.3
Arcelor Mittal 46.6 na na
NMBS/SNCB Group 43.3 43.8 -0.5
Dexia Bank Belgium 28.3 62.4 -34.1
average 59.1 64.3 -4.8
Results 2012: Zoom on industries The food, distribution and pharmaceuticals
industries benefi t from the highest overall
reputation levels in Belgium, while banks
have suff ered from the recent fi nancial cri-
sis, making them even more fragile, with no
“cushion of goodwill”. It will take time for the
banking sector to rebuild trust and this will
need to be done progressively, by reinstall-
ing transparency and proximity in priority.
The energy and transport sectors are also
lagging behind and will need to invest in the
same values to (re)build their trust reservoir.
Presentation of Reputation Institute Reputation Institute (RI) is the leading international organization devoted to advanc-
ing knowledge about corporate reputations and to providing professional assistance to
companies interested in measuring and managing their reputations proactively.
Founded in 1997, Reputation Institute has been and remains a pioneer and global leader in the
development of measurement tools and in off ering advice and counsel to leading companies
around the world. akkanto is the exclusive partner of the Reputation Institute in Belgium.
The RepTrak™ methodologyIn 2006, Reputation Institute launched the Global RepTrak™ Pulse study to identify and
assess the world’s most respected companies.
It helps close the gap between how stakeholders perceive the company today, what
they want from the company, and where the company wants to go. The RepTrak™ model
– and the global database behind it – supports a level of normative depth in stakeholder
perception and behaviour analysis that is unmatched in the fi eld of corporate reputation.
The RepTrak™ model examines the relationship
between the emotional connection, or “Pulse”,
with any given stakeholder, alongside percep-
tions of seven underlying rational connections
or “dimensions”, identifi ed as: (1) Products/
Services, (2) Innovation, (3) Workplace, (4) Citi-
zenship, (5) Governance, (6) Leadership, and
(7) Performance. Inside of each dimension lies
specifi c attributes that can be customised for
clients in order to allow for programme and
message-ready analysis.
Presentation of akkanto akkanto is a Brussels-based, independent communication consultancy that combines
strategic advice with high quality and eff ective implementation. Our services span across
a comprehensive range of communication expertise, including reputation management,
internal and external corporate communications, public aff airs, crisis communications,
media relations, social media, coaching and training. At akkanto, we achieve measurable
results by designing tailored communication strategies to meet our client’s objectives.
From the fi rst meeting to the implementation of a programme, we work closely with our
clients using proven communication methodologies and fl exible resources. akkanto is a
close-knit team of individuals from diverse and multicultural backgrounds each with a
strong sense of social commitment, cultural engagement and personal vision.
1. (fi eld was conducted in January and February 2012 , trust in the government has probably increased since then)
Lead
ersh
ip
Performance Product/Services Innovation
Citizenship Governance
Work
plac
e
FEEL
ING
ESTEEM A
DM
IRE
TRUST
GlobalRepTakTM
75
65
55
45
35
25
15
5
-5
-15
Food - M
anufa
cturin
gDist
ributio
n
Pharm
aceutic
alsBeve
rage
Meta
llurg
y
Tele
com
munica
tions
Tran
sport
Energy
Bankin
g
2011
2012
gap
ReptrakTM Belgium 2012
CEO: you set the tone of your company’s reputation
2012 results of our annual RepTrak™
survey reveal an opportunity for
an increased role of leadership in
Belgian companies.
The leader of tomorrow is
transparent, human, and gives
priority to aligning all his internal
and external stakeholders around
his corporate vision.
REPUTATIONINSTITUTE
2. the target group is people from the general public
akkanto’s products and services
Reputation Institute tools
In Belgium, almost 75%2 of those interviewed in our annual RepTrak™ believe the link between the reputation of a company and the reputa-tion of its CEO to be important, while 84% are not able to name a CEO when asked to do so spontaneously. This lack of active presence of Belgian CEOs – while people expect them to play a key role – together with the declining average of the reputation of top Belgian companies, create a huge opportunity for CEOs. These individuals are responsible for setting the tone, standing for their companies, and developing co-herence and alignment around their strategic vision.
Recent research shows that CEO reputation represents up to 45% of a company’s reputation while a 10% change in CEO reputation results in an estimated 24% change in a company’s market capitali-sation. The time has come for Belgian CEOs to take on this reputa-tional challenge as their own, and consider themselves as the most vulnerable – and at the same time – the most leveragable asset of the company they lead.
As orchestra conductors, it is for CEOs all about setting the tone, and making sure all the best people play their parts TOGETHER, with the same will and vision: creating harmony, meaning, and as a result, emotion and bonding. The emotional bonding a company creates with its stakeholders is the guarantee for supportive be-haviours and hence business success.
How akkanto can help you set the tone and manage your reputation
As Thierry Bouckaert, Partner and Managing Director of akkanto, comments: “This year’s
overall decline of corporate reputations in Belgium urges companies to take their reputa-
tion even more seriously. Through our partnership with the Reputation Institute, akkanto is
the reference agency for guiding organisations in Belgium in today’s reputation economy”
Through systematic research, analysis, recommendations and design of action plans, ak-
kanto helps companies build comprehensive strategies and make operational decisions
that are designed to align stakeholders with corporate objectives, thereby create tangible
economic value.
akkantoChaussée de La Hulpe, 189
1170 Brussels, Belgium
T +32 2 610 10 10
www.akkanto.com
Thierry Bouckaert
Walter Gelens
Mélanie McCluskey
Marlies Spaans
Contact details
“40% of my time, I communicate our company’s credo”Jim Burke – Johnson & Johnson CEO
akkanto + the Reputation Institute= A complete range of tools and services to support your reputation,
from crisis management up to long term value creation
For each type of
stakeholder, akkanto
off ers the best pos-
sible methodological
and strategic advice.
Starting from the de-
sign of the corporate
identity, translated
into strategic actions
to the implantations
of concrete action
plans by stakeholder,
and monitoring of
these actions.
Chaussée de La Hulpe, 189Chaussée de La Hulpe, 189
BUSIN
ESS P
ARTN
ERS
EMPLOYEES
GO
VERN
MEN
T & R
EGU
LATO
RS
MEDIA
CUSTOMERS
LEADERS
& O
PIN
ION
ELI
TES
Expe
rt A
udits
Part
ners
hip
Iden
tific
atio
n
Str
ateg
ic C
omm
unic
atio
n
CEO Support
CEO M
entor
ing/Positioning
CEO To
olkit &
Coaching
Viral Change
Employer Branding
Internal Comms Dashboard
Training & Coaching
Coalition B
uildingPositioning
Political Landscape
Media Analysis
/Aud
it
Media Relatio
ns
Monitorin
g
Social Media Plat
form
Sponsoring Strategy
Sustainable Positioning
Community Relations
RepTrak TM Deepdive
RepTrak TM Pulse
Brand Value Assessor® Media Rep
Trak
TM
Indu
stry
Rep
Trak
TM
Repu
tation
Training
CRO de
velopment
RepTrakTM Alignment Monitor
Workplace RepTrak TM
Country R
epTrakTM
City R
epTrakTM
ReputationManagement
DiagnosticProcessPlatform
Stakeholder Engagement Strategic Alignment
Strategic Advice
![[ORAL ARGUMENT NOT YET SCHEDULED] IN THE UNITED … · 31. Rep. Mark Sanford 32. Rep. David Schweikert 33. Rep. Marlin A. Stutzman 34. Rep. Lee Terry 35. Rep. Tim Walberg 36. Rep](https://img.pdfslide.us/doc/110x75/5fd227f8c33c054dd050aa0f/oral-argument-not-yet-scheduled-in-the-united-31-rep-mark-sanford-32-rep-david.jpg)
