The BBVA experience.Spain's BBVA BBVA Banco Bilbao Vizcaya Argentaria (First Bank of Spain) bank set out to differentiate itself by focusing on its intangible assets Intangible Asset An asset that is not physical in nature. Notes: Examples are things like copyrights, patents, intellectual property, and goodwill. These are the opposite of tangible assets. : intellectual and technological capital, company culture, brand, and corporate reputation. Internally, this project was the "BBVA Experience" and included these lo key objectives: 1. Define an integrated vision and culture that embodies the brand values and position as part of the overall business model. 2. Give shape to these values by listening to all of the company's stakeholders Stakeholders All parties that have an interest, financial or otherwise, in a firm-stockholders, creditors, bondholders, employees, customers, management, the community, and the government. , so that management, employees, clients and shareholders all identify with them. 3. Adopt a strategy that reconciles the company's long- and short-term goals, and invest the necessary capital in the internal transformation process, such as training and technology. 4. Remove internal barriers between different areas, departments and business units. 5. Align incentives, processes, training and professional development programs with the "brand experience." 6. Reinforce the autonomy and empowerment of employees (who know their personal roles and responsibilities), business units and geographical areas, while maintaining an iron discipline to preserve the framework of the brand values. 7. Communicate strategy intensively both internally and externally, to make clear to the market the value of an organization with a high degree of employee engagement. 8. Maintain the consistency and coherence coherence, constant phase difference in two or more Waves over time. Two waves are said to be in phase if their crests and troughs meet at the same place at the same time, and the waves are out of phase if the crests of one meet the troughs of another. of the experience delivered by the brand to all stakeholders at all points of contact. 9. Create a single "language" for the brand that expresses, with authenticity, visibility and emotional appeal, the values that define the company's corporate identity (visual identity, points of sale, the "look and fee]," corporate and commercial advertising, merchandising, etc.). Apply this brand language both internally and externally. 10. Integrate the measures for, and key indicators of, employee engagement, customer loyalty and brand reputation for all stakeholders into the company's balanced scorecard Balanced Scorecard A performance metric used in strategic management to identify and improve various internal functions and their resulting external outcomes. The balanced scorecard attempts to measure and provide feedback to organizations in order to assist in implementing . For more about BBVA's experience, visit www.iabc.com/cw. also online The Rise of the Communication Function in Spain's Financial Sector by Elena Gutierrez Recent changes in Spain's financial sector have led to an upsurge in the importance of communication departments. Banking on PR by Clare Woodcraft wood·craft n. 1. Skill and experience in matters relating to the woods, as hunting, fishing, or camping. 2. The act, process, or art of carving or fashioning objects from wood. Noun 1. Increased competition is forcing the Middle East's retail banking sector to take marketing and communication much more seriously Communication in the United Arab Emirates United Arab Emirates, federation of sheikhdoms (2005 est. pop. 2,563,000), c.30,000 sq mi (77,700 sq km), SE Arabia, on the Persian Gulf and the Gulf of Oman. by Dave Robinson For the baseball player, see . Richard David Robinson (born May 3, 1941 in Mount Holly, New Jersey) is a former professional American Football player in the NFL for the Green Bay Packers and Washington Redskins. Learn about the unique challenges of communicating in the UAE (Uninterruptible Application Error) The name given to a crash in Windows 3.0. In subsequent versions of Windows, a crash was called a "General Protection Fault," "Application Error" or "Illegal Operation." See crash in Windows and abend. . special report panel of experts Editorial staff Silvia Cambie, lead editor Natasha Spring Gretchen Hoover Jessica Burnette-Lemon CW Europe/Middle East advisory board Yordanka Bonneva-Blagoeva Rose-Marie Losier Gulden Mesara Helen Snoerwang Velin Velkov Nina Volles |
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