What It Means
A company’s brand is no longer about just products and customers. It’s the totality of what is experienced by all stakeholders through every touchpoint.
Why It Matters
Corporate brand is a transformational lever that can elevate all dimensions of the enterprise, from operations, policies and practices to strategy, culture, societal impact and reputation.
How To Get There
Stewarding the corporate brand requires a rigorous enterprise brand system to ensure that every touchpoint and experience with your company authentically manifests its unique character. This spans the entire experience spectrum, from what it means to “look and sound like” your distinctive enterprise or institution to what it “thinks and performs like” when it is most itself.
Follow the Corporate Brand Progression Path™.
- PROFESSIONAL
Work here is foundational: messaging, storytelling, engaging with influencers to impact perception.
- PATHFINDER
Work here shifts from influencing perception to changing behavior.
- PACESETTER
Work here closes experiential gaps, drives operational change and generates measurable business outcomes.
66% of CCOs have responsibility for corporate brand.*
* 2019 Page Global Survey.
Who CCOs work with most closely on corporate brand.*
* 2019 Page Global Survey.
- Watch the VideoBrand Progression Path | The CCO as Pacesetter
Where are your peers on the Corporate Brand Progression Path?
About the 2019 Page Global Survey
In partnership with APCO Insights, Page surveyed the senior-most leaders of communications functions around the world and fielded responses from 171 for-profit corporations.
Breakdown by Revenue