The first CIBECOM was organized by the Foundation Fundacom which groups together the World’s main Spanish-speaking and Portuguese-speaking communicators associations. CIBECOM brought together more than 200 institutional and corporate communication professionals in Miami. Jordi Martínez, of Institut Cerdà, was one of them.
CIBECOM aims to be the forum of reference for those responsible for communication, reputation and sustainability, at the highest level, in the main Ibero-American companies and institutions. This event was, without doubt, an opportunity to connect the top communication managers of the main associations, companies and agencies.
During the summit, the speakers dealt with the main issues that will mark the management of intangibles in organisations in the coming years. The main trends that companies and organizations will have to face were described in terms of three essential pillars: reputation, transparency and sustainability. It became clear at the meeting that reputation is an essential axis for business and brand continuity and is therefore also one of the main risks to be taken into account.
Experts believe that the integration of reputation into the company balance sheet is essential as without reputation there are neither customers, nor users, nor consumers. At the same time transparency, the second axis of the summit, is nowadays considered an essential parameter for the generation of the two bases of reputation: trust and credibility. Organizations will have to commitment strongly to transparency if they want to generate credibility.
The event also emphasized sustainability as the basis for the social acceptance of organizations. The various speakers all agreed that the commitment to sustainability is no longer just an objective of corporations, it is now part of their activity and is also as a pillar of their reputation.