1. 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
REPUTATION
overall decline of corporate reputations in Belgium urges companies to take their reputa- INSTITUTE
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
ReptrakTM Belgium 2012
that are designed to align stakeholders with corporate objectives, thereby create tangible
In Belgium, almost 75%2 of those interviewed in our annual RepTrak™
economic value.
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
For each type of akkanto + the Reputation Institute
when asked to do so spontaneously. This lack of active presence of stakeholder, akkanto = A complete range of tools and services to support your reputation,
Belgian CEOs – while people expect them to play a key role – together offers the best pos- from crisis management up to long term value creation
with the declining average of the reputation of top Belgian companies,
CEO: you set the tone of
sible methodological
create a huge opportunity for CEOs. These individuals are responsible and strategic advice.
for setting the tone, standing for their companies, and developing co- Starting from the de- EM
your company’s reputation
S PL
ER OY
herence and alignment around their strategic vision. sign of the corporate AD EE
LE Em Vir
ort ioning Inte pl al
S
pp it rna oy C
Su /Pos ching e ha
identity, translated EO ring Coa
Tra l Com r B ng
ini r e
C o
t it
& ng ms and
into strategic actions en lk & D in
Recent research shows that CEO reputation represents up to 45% O
M Too Co as g
ac hb
CE CEO nin
g RepTr hi
of a company’s reputation while a 10% change in CEO reputation to the implantations rai nt
a TM
Wor k Ali
ng
oa
n T me kpl gn
rd
tio elop ace me
of concrete action a
ut dev Re nt
results in an estimated 24% change in a company’s market capitali- ep O
pT Mo
GO
ra n
CR k TM i
plans by stakeholder,
R
to
VER
sation. The time has come for Belgian CEOs to take on this reputa- Reputation
r
and monitoring of Management
PARTNERS
2012 results of our annual RepTrak™
NMENT & REGULATO
tional challenge as their own, and consider themselves as the most
BUS OPINION ELITES
ommunication
Industry RepTrak TM
Identification
Count RepTra aTk
these actions. Diagnostic
Coaliti
Politic
City
vulnerable – and at the same time – the most leveragable asset of Process
Positioning
Expert Audits
ry RepTr TM
al Landscape
Platform
survey reveal an opportunity for
on Building
the company they lead. akkanto’s products
INESS
tegic C
Stakeholder Engagement
nership
k M
and services Strategic Alignment
Strategic Advice
an increased role of leadership in
Stra
As orchestra conductors, it is for CEOs all about setting the tone, Reputation Institute tools
Part
&
Br
nd
a
and making sure all the best people play their parts TOGETHER,
RS
R V
k TM
ep epT alue
Belgian companies.
a
Tr
R
Tr ra As
ak T k TM se ep
with the same will and vision: creating harmony, meaning, and as M P ss
De ulse or® dia
R
Co epd Me
rm
a result, emotion and bonding. The emotional bonding a company Contact details us mm ive
tfo
S
Sp tain uni Pla g
on ab ty R dia orin ions dit
creates with its stakeholders is the guarantee for supportive be- CU
so le e
rin Po latio Me it
ial Mon ela is/A
t u
Soc
haviours and hence business success. akkanto ST
g sitio ns
St
rat ning dia
Me Ana
R ys
l
The leader of tomorrow is
O egy
dia
Chaussée de La Hulpe, 189 ME Me
D IA
RS ME
1170 Brussels, Belgium
T +32 2 610 10 10 transparent, human, and gives
www.akkanto.com
“40% of my time, I communicate our company’s credo” priority to aligning all his internal
Jim Burke – Johnson & Johnson CEO Thierry Bouckaert Mélanie McCluskey
thierry.bouckaert@akkanto.com melanie.mccluskey@akkanto.com and external stakeholders around
Walter Gelens Marlies Spaans his corporate vision.
2. the target group is people from the general public walter.gelens@akkanto.com marlies.spaans@akkanto.com

2. 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
REPUTATION
overall decline of corporate reputations in Belgium urges companies to take their reputa- INSTITUTE
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
ReptrakTM Belgium 2012
that are designed to align stakeholders with corporate objectives, thereby create tangible
In Belgium, almost 75%2 of those interviewed in our annual RepTrak™
economic value.
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
For each type of akkanto + the Reputation Institute
when asked to do so spontaneously. This lack of active presence of stakeholder, akkanto = A complete range of tools and services to support your reputation,
Belgian CEOs – while people expect them to play a key role – together offers the best pos- from crisis management up to long term value creation
with the declining average of the reputation of top Belgian companies,
CEO: you set the tone of
sible methodological
create a huge opportunity for CEOs. These individuals are responsible and strategic advice.
for setting the tone, standing for their companies, and developing co- Starting from the de- EM
your company’s reputation
S PL
ER OY
herence and alignment around their strategic vision. sign of the corporate AD EE
LE Em Vir
ort ioning Inte pl al
S
pp it rna oy C
Su /Pos ching e ha
identity, translated EO ring Coa
Tra l Com r B ng
ini r e
C o
t it
& ng ms and
into strategic actions en lk & D in
Recent research shows that CEO reputation represents up to 45% O
M Too Co as g
ac hb
CE CEO nin
g RepTr hi
of a company’s reputation while a 10% change in CEO reputation to the implantations rai nt
a TM
Wor k Ali
ng
oa
n T me kpl gn
rd
tio elop ace me
of concrete action a
ut dev Re nt
results in an estimated 24% change in a company’s market capitali- ep O
pT Mo
GO
ra n
CR k TM i
plans by stakeholder,
R
to
VER
sation. The time has come for Belgian CEOs to take on this reputa- Reputation
r
and monitoring of Management
PARTNERS
2012 results of our annual RepTrak™
NMENT & REGULATO
tional challenge as their own, and consider themselves as the most
BUS OPINION ELITES
ommunication
Industry RepTrak TM
Identification
Count RepTra aTk
these actions. Diagnostic
Coaliti
Politic
City
vulnerable – and at the same time – the most leveragable asset of Process
Positioning
Expert Audits
ry RepTr TM
al Landscape
Platform
survey reveal an opportunity for
on Building
the company they lead. akkanto’s products
INESS
tegic C
Stakeholder Engagement
nership
k M
and services Strategic Alignment
Strategic Advice
an increased role of leadership in
Stra
As orchestra conductors, it is for CEOs all about setting the tone, Reputation Institute tools
Part
&
Br
nd
a
and making sure all the best people play their parts TOGETHER,
RS
R V
k TM
ep epT alue
Belgian companies.
a
Tr
R
Tr ra As
ak T k TM se ep
with the same will and vision: creating harmony, meaning, and as M P ss
De ulse or® dia
R
Co epd Me
rm
a result, emotion and bonding. The emotional bonding a company Contact details us mm ive
tfo
S
Sp tain uni Pla g
on ab ty R dia orin ions dit
creates with its stakeholders is the guarantee for supportive be- CU
so le e
rin Po latio Me it
ial Mon ela is/A
t u
Soc
haviours and hence business success. akkanto ST
g sitio ns
St
rat ning dia
Me Ana
R ys
l
The leader of tomorrow is
O egy
dia
Chaussée de La Hulpe, 189 ME Me
D IA
RS ME
1170 Brussels, Belgium
T +32 2 610 10 10 transparent, human, and gives
www.akkanto.com
“40% of my time, I communicate our company’s credo” priority to aligning all his internal
Jim Burke – Johnson & Johnson CEO Thierry Bouckaert Mélanie McCluskey
thierry.bouckaert@akkanto.com melanie.mccluskey@akkanto.com and external stakeholders around
Walter Gelens Marlies Spaans his corporate vision.
2. the target group is people from the general public walter.gelens@akkanto.com marlies.spaans@akkanto.com

3. Results 2012: Zoom on Belgium Results 2012: Top Belgian Companies Presentation of Reputation Institute
Trust – which is the most intangible and (“I trust my mother only”!) or just to them- The average of the 35 companies assessed Only 6 of the 35 companies assessed do Reputation Institute (RI) is the leading international organization devoted to advanc-
most valuable asset any organisation wants selves. The result is an environment where in 2011 and 2012 falls by almost 5 points: not lose any point, and only 2 see their ing knowledge about corporate reputations and to providing professional assistance to
to foster – is not the most highly shared companies and institutions will need to the mean drops from 64.2 in 2011 to 59.2 reputation increase. The overall level of companies interested in measuring and managing their reputations proactively.
feeling in Belgium, at least in the beginning double the efforts to regain their weakened in 2012. mistrust in the country, its institutions Founded in 1997, Reputation Institute has been and remains a pioneer and global leader in the
of 2012. After more than one year of politi- reputation. The climate is not favourable for 2012 2011 gap
and its government explain part of this development of measurement tools and in offering advice and counsel to leading companies
cal instability and the subsequent financial making new big promises: companies need decrease. However, this negative evolution around the world. akkanto is the exclusive partner of the Reputation Institute in Belgium.
crisis, more than half of the Belgian popu- to first deliver on the basics, reassure their Colruyt 79.6 84.6 -5.0 should be seen as a strong signal given by
lation says they trust Belgium less than stakeholders and rebuild a strong basis of Spadel 74.4 72.6 1.8
the Belgian population: there is a growing The RepTrak™ methodology
Neuhaus 74.3 78.7 -4.4
before, and more than 60% say they don’t trust. Humility, patience, and transparen- need for more openness, stakeholder In 2006, Reputation Institute launched the Global RepTrak™ Pulse study to identify and
Delhaize 73.2 76.3 -3.1
trust the government to do what is right for cy are the key attitudes needed to regain interaction and human leadership. The assess the world’s most respected companies.
Tiense Suiker raffinaderij 71.6 na na
the country1. 63% of the interviewees can- reputation and build a new “reservoir of companies that remain at, or reach the It helps close the gap between how stakeholders perceive the company today, what
Janssen Pharmaceutica 70.0 71.0 -1.0
not name one company or institution they goodwill”. This goodwill is the foundation top level are precisely those who have they want from the company, and where the company wants to go. The RepTrak™ model
Bekaert 69.7 73.4 -3.7
trust. They tend to give their trust to their for surviving any crisis or key change. D'Ieteren 69.7 70.6 -0.9
understood to what extent transparent and – and the global database behind it – supports a level of normative depth in stakeholder
local networks, their friends and families Omega Pharma 66.4 68.5 -2.1 close leadership – creating engagement perception and behaviour analysis that is unmatched in the field of corporate reputation.
Solvay 65.6 68.6 -3.0 and alignment of all stakeholders, internal
Results 2012: Zoom on industries Brussels Airlines
Makro
65.4
64.0
68.1
na
-2.7
na
and external, around a company vision – is
the key to long term trust generation.
The RepTrak™ model examines the relationship
between the emotional connection, or “Pulse”, rma
nce Product/S
erv
rfo ice
The food, distribution and pharmaceuticals banking sector to rebuild trust and this will Mestdagh 63.6 69.1 -5.5 with any given stakeholder, alongside percep- Pe
s
industries benefit from the highest overall need to be done progressively, by reinstall- Nationale Loterij 61.7 64.8 -3.0 Colruyt wins 6 of the 7 dimensions as- tions of seven underlying rational connections ESTEEM
ip
Inn
reputation levels in Belgium, while banks ing transparency and proximity in priority. Alken Maes 60.7 64.9 -4.1 sessed, with Janssen Pharmaceutica or “dimensions”, identified as: (1) Products/
Leadersh
ovation
ADMIRE
LING
UCB 60.2 67.1 -6.9 Global
have suffered from the recent financial cri- The energy and transport sectors are also gaining the highest score on Innovation. Services, (2) Innovation, (3) Workplace, (4) Citi-
RepTakTM
bPost 59.1 55.9 3.3
FEE
sis, making them even more fragile, with no lagging behind and will need to invest in the Colruyt, Janssen Pharmaceutica and Ome- zenship, (5) Governance, (6) Leadership, and
“cushion of goodwill”. It will take time for the same values to (re)build their trust reservoir. Carrefour 57.9 61.6 -3.7 ga Pharma are the top 3 winners in terms (7) Performance. Inside of each dimension lies
Cit
e
ac
KBC/CBC 56.8 62.6 -5.8 TRUST
ize
of leadership. On average, Belgian compa- specific attributes that can be customised for
pl
hi
rk
ns
p o
Umicore 56.4 63.5 -7.1 W
nies are well perceived in terms of financial clients in order to allow for programme and G o v er a n c e
Telenet 56.0 61.7 -5.7 n
75 performance and products and services. message-ready analysis.
65 Tessenderlo Group 56.0 59.3 -3.4
Nonetheless, there is still a need to improve
AbInbev 55.7 62.4 -6.7
55
VOO 54.6 57.2 -2.6
their image on citizenship and governance. Presentation of akkanto
45 The scores in these areas will improve when akkanto is a Brussels-based, independent communication consultancy that combines
ING 53.3 62.6 -9.3
35 and only when companies fully embrace strategic advice with high quality and effective implementation. Our services span across
Belgacom 53.2 54.5 -1.4
25 2011 Electrabel 52.1 53.0 -1.0 the importance of these areas in creating a comprehensive range of communication expertise, including reputation management,
15 Mobistar 51.8 56.9 -5.1 and sustaining high levels of reputation. Al- internal and external corporate communications, public affairs, crisis communications,
2012
5 BNP Paribas Fortis 50.9 na na most half of the Belgian population expects media relations, social media, coaching and training. At akkanto, we achieve measurable
-5 gap Distrigas 50.3 na na companies to play an active role in terms of results by designing tailored communication strategies to meet our client’s objectives.
n
s
e
y
rt
gy
g
g
ns
al
rg
ag
io
in
rin
MIVB/STIB 48.9 59.1 -10.1 social responsibility, thus opening doors for From the first meeting to the implementation of a programme, we work closely with our
po
-15
tio
er
tic
ut
nk
lu
r
tu
ns
En
ve
ca
al
rib
eu
Ba
SPE Luminus 47.4 54.7 -7.3 efforts in citizenship to have an increasing clients using proven communication methodologies and flexible resources. akkanto is a
ac
a
et
Be
i
ac
st
un
Tr
uf
M
Di
Arcelor Mittal 46.6 na na
m
m
an
impact in overall reputation. close-knit team of individuals from diverse and multicultural backgrounds each with a
ar
om
-M
NMBS/SNCB Group 43.3 43.8 -0.5
Ph
strong sense of social commitment, cultural engagement and personal vision.
ec
d
l
o
Dexia Bank Belgium 28.3 62.4 -34.1
Te
Fo
average 59.1 64.3 -4.8
1. (field was conducted in January and February 2012 , trust in the government has probably increased since then)