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Thought Leadership

Reputation Leaders causes people to think about your brand differently, by leading on an issues that aligns brand value with social impact. We help companies create credible thought leadership using proprietary global primary and secondary research.

Dove: Real Beauty

Unilever and their Dove brand have been thought leaders since their “The Real Truth About Beauty: Global Report” was released in 2004. With over 650 million impressions, diverse channels of media picked up the story and the findings, communicating the main campaign message in a positive and powerful manner. This led to a sustained campaign that has lasted over a decade: it all began with one finding. “Only 2% of women globally would describe themselves as beautiful.”

Part of the success of this campaign is attributed to the expert collaborators: Dr. Nancy Etcoff (Harvard) and Dr. Susie Orbach (London School of Economics). Finding the right partners who have an authoritative voice and are media friendly is crucial to the process.

ManpowerGroup: Women in Leadership


When ManpowerGroup wanted to push the conversation on women in leadership forward they partnered with Reputation Leaders to produce a piece of thought leadership that not only observed and reported on the disparity between men and women in business leadership, but also had clear prescriptive steps to take based on ManpowerGroup’s own journey toward gender parity. As well as hearing from business leaders across the globe, Reputation Leaders also helped ManpowerGroup leverage their own leaders, gaining insights internally to inform the final steps to parity.

97% of Millennials believe they will achieve gender parity but they are cautious – it will take them longer than 20 years.

“I had to develop a different mindset. It didn’t come easily but a lot of my senior managers are of different genders and generations. I had to learn to trust and look at outputs, not time on the phone or time spent talking to people. We have to be prepared to change.” ~ Male Established Leader, ManpowerGroup, Europe

The report, Seven steps to conscious inclusion was revewed by Jonas Prising, ManpowerGroup CEO and Mara Swan, ManpowerGroup EVP at Davos 2016.

>> Review the report: Seven Steps to Conscious Inclusion on the ManpowerGroup website.

City and Guilds: The economic benefits of vocational education

City and Guilds Logo

We used our proven process of thought leadership, to help City & Guilds enter the conversation on the economic benefits of vocational education with a compelling and credible point of view. Through research, expert engagement and a thorough understanding of City & Guilds’ objectives we provided a framework, allowing City & Guilds to establish their context, discover their opportunity, build their platform, engage the media and subsequently lead the conversation on vocational education’s economic benefits.

“We have really appreciated all of your support throughout this process – from start to finish, your consultancy, guidance and research expertise have been exactly what we needed and we hope to continue our work together in the future.” – Christine Richardson, Group Communications & Content Manager at City & Guilds

>> View the full report, case studies and infographics produced by City and Guilds following the thought leadership program.

Reputation Leaders has the experience, the knowledge and the process to establish your company as a credible thought leader by establishing the right ideas, proving them with appropriate research and helping you present them to the influential stakeholders for the greatest impact.

Two years in a row, Laurence Evans, CEO of Reputation Leaders has been named a Trust Across America Top Thought Leader by Trust Across America Magazine. This recognizes his work as shining a spotlight on the importance of trust and providing a roadmap for others to follow. He has inspired organizations to look more closely at their higher purpose…to create greater value for, and trust from all of their stakeholders, and understand trust is a “hard currency” with real returns.

Thought Leadership Process

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