corporate reputation

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Gerald Gebhardt
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corporate reputation creates an image for the corporate brand

In the course of changing markets the only constant is the change. Thereby the corporate brand as a reliable benchmark becomes more important. We identify themes, which are public issues as well as brand-related. On the basis of this platform we develop assumptions for an effective positioning of the brand in opinion-leading media. Most important is thereby the CEO, who gives the brand it's identity.

The only constant is change: new requirements for corporate communications.


It couldn't be more of a contradiction. On the one hand, market complexity is increasing and thus the necessity for companies, business models and strategies to permanently adapt to the changed conditions. On the other hand, despite this acute pressure for change, a basic need of all target groups for continuity, orientation and identification with a corporate brand exists. What should be done, then, when the only constant is change?


Difficult times for corporate brands? Not at all, as long as we remember that continuity has to be defined differently today. Continuity no longer means offering orientation by following a strategy, making static statements on the market and brands or through the linear understanding of business development. The only constant today is change. For corporate communications, this means: the corporate brand must ensure a constant presence, featuring in market-relevant and socio-political discussions and, above all, using these discourses to actively interpret developments and changes and take a stand on them.


In light of this, communication is experiencing a dramatic change in meaning. It is time to say goodbye to classic, often rigid concepts which are no longer capable of meeting the demands of the transition to market flexibility, and also to purely event-based and capital market-driven communication. This is primarily based on sales and staff reports, business reports or brochures - but rarely represents a sufficient means of conveying strategy. Profiling in times of change is only successful if the brand actively addresses social and economic developments. Experience has taught us that a corporate brand can only become a long-term feature of opinion-forming media if it deals with brand-relevant public issues in public and takes a stand on current developments.


Identifying such topics, adapting them to market-relevant statements and presenting them accordingly are, for us, key factors in the success of corporate reputation. Only this way can a corporate brand distinguish itself convincingly, whilst offering orientation and continuity on ever-changing markets.