S7 E2: Drivers of Brand Influence in the European Context with Joaquín Fernández

In this episode we continue to unpack the findings of the PRGN Influence Insights research study, which surveyed 550 business, marketing, and communications leaders in over 40 countries to uncover their priorities in public relations and communications.

Bill Southard and Joaquín Fernández discuss on the survey results and their implications in the European context. They explore the differences between European and U.S. approaches to brand strategy, purpose-driven branding, and the importance of authenticity in communications. They also touch on the issue of employee advocacy, revealing that employees are seen as key brand ambassadors, sometimes even more impactful than mainstream media.

Key Takeaways

• The PRGN Influence Insights survey shows that brand influence is a critical priority for C-suite executives globally, with 89% recognizing its importance.
• A significant finding from the survey is that 94% of leaders believe trust and reputation are the most vital drivers of brand influence.
• European leaders place a higher emphasis on purpose-driven branding compared to their U.S. counterparts, with 69% wanting guidance in this area.
• Cultural and societal issues are more significant in Europe, with 73% saying they weigh heavily on brand influence.
• Employee advocacy is recognized as a significant driver of brand influence, equating its impact to that of mainstream media, which is crucial for brand messaging.

About the Guest

Joaquín Fernández is co-founder of Marlow, a Madrid-based consultancy that specializes in Corporate Influence and Go-to-Market strategies aimed at strengthening business positioning and reputation. With over 30 years of experience in corporate, political, and financial communication, he has led high-impact projects across Spain, Latin America, and the United States. He is a specialist in communication strategies and large-scale crisis management, experience he gained as Chief of Cabinet to the Spanish Minister of Defense and through his work with the Communications Department at Ferrovial, the leading global infrastructure company. In journalism, Joaquín has worked for several major media outlets, including five years as Managing Editor at The Wall Street Journal in New York City. He holds a degree in Business Administration (E-4) from ICADE University and a Master’s in Journalism from El País newspaper.

Bill Southard is founder and CEO of Southard Communications in New York. He also serves as Marketing Committee Chair for PRGN. Bill launched Southard Communications in 1994 and has since experienced consistent and considerable growth and today represents a broad range of clients across a myriad of industries. In his day-to-day role at the agency, Bill drives the creative process, provides ongoing strat egic counsel and manages all crisis communications on behalf of agency clients. With more than 35 years of communications experience, Bill has counseled some of the country's leading Fortune 500 firms. Prior to founding Southard Communications, he was president of Earle Palmer Brown Public Relations and previous to that General Manager with Dorf & Stanton Communications.

About the Hosts

Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.

PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ.

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