Social Networks put organizations under a scrutiny as strong as that of traditional media, consumer associations or regulators themselves. In the current context, there is an intangible element –Reputation– key for the design of an efficient management plan. This reputation, the sustainability plan for a company, is linked to a much more complex results’ approach. The brand is no longer a mere channel to meet the demand or the appetite of consumers in a race for notoriety. Now it is an intangible element that must be managed in line with all values that are part of the reputation of a company.
The article “Responsible Marketing, Advertising Creativity and Corporate Reputation: Extra Large Crisis” analyzes the current situation that companies must face in the 2.0 era, with cases such as Abercrombie or Mountain Dew.
Pablo Abiad, Partner and Managing Director of LLORENTE & CUENCA Argentina