The document discusses a holistic management model for building successful brands based on 6 key elements: Reason, Results, Reactivators, Reputation, Relationships, and Resilience (the 6Rs). It explains that the best organizations are able to adapt to change and overcome challenges through these abilities. Specifically, having a clear sense of purpose that aligns strategy, encourages people, builds relationships, and earns a good reputation allows companies to achieve strong results, even in difficult times. Managing these 6Rs jointly and ensuring they reinforce each other is the optimal approach for leading sustainable brands.

1. Feeling safe and secure is a thing from the past.
Nowadays, one has to be able to adapt to change.
The important thing is to build companies able to
grow, brands able to create, organizations able to
think. The key is to build companies able to adapt
themselves to any possible change.
Brand’s ethical and responsible behaviour is
moreandmorevaluedbyemployees,customers,
suppliers, shareholders and institutions.
Furthermore, adaptability to new situations
has become fundamental to business, as Luis
Gallardo stated in his book ‘Brand&Rousers’.
The book is about how to survive and being
successful properly managing intangible assets
in the current changing times.
Ultimately, thinking holistically and behaving
individually is the reflection of another
demand: the balance between global and
local, strategic and tactical, short and long
term, planning and acting. Holistic thinking
is related to strategic, critical and lateral
business thinking. Personal or individual
behaviour is about developing a creative and
responsible environment.
A management model based on 6R
Reason, Results, Reactivators, Reputation,
Relationships and Resilience are the 6 things
that, when properly aligned, grouped and
jointly managed, allow to build a successful
future for brands.
1. Reason: is the business core, brand purpose
and company sense of being. Every strategy,
person, goal, process, product and service has
to be aligned with the business itself, with the
brand essence. This is the purpose that has to
lead business experiences, how does it feel,
Best organizations are able to adapt to change; they successfully overcome
problems and face challenges. The current crisis has shown that those abilities –in
addition to make sense of business, encourage people, establish relationships and
achieve a good reputation– are the way to obtain the best results
L09/2014
Making sense of business
through a holistic view
and a personal action
of brands
Brand
Book Reviews
This document was prepared by Corporate Excellence – Centre for Repuation Leadership and contains references, among other sources,
to the book ‘Brand&Rousers’ by Luis Gallardo, former Global Director of Communications at Deloitte and published by LID in 2012.

2. Book Reviews 2
Making sense of
business through
a holistic view
and a personal
action of brands
‘Reason,
Results,
Reactivators,
Reputation,
Relationships
and Resilience
are the 6R that
when properly
aligned and
grouped allow
brand success’
think and behave. This does not mean not to
progressively incorporate new values, ideas,
competences or goals; it means to follow the
business line in order to be coherent and get
differentiation in the market. In this sense,
people are a key factor, since they have to
move in the same direction, making sense to
the business while satisfying their own demands
and expectations. People have to feel their
work makes sense, only then will be possible
to achieve motivation and engagement, very
important factors to alignment. And the social
purpose is one of the factors that contribute
to it the most; brands should put in its core a
social reason of being and doing. Results grow
when everyone works to achieve the reason
of being (the raison d’etre.) Reactivators are
more efficient when talent is stimulated thanks
to that reason or purpose. Reputation and
relationships grow when the reason is properly
defined. And Resilience is reinforced thanks to
the engagement with that reason.
2. Results: every brand aiming at getting better
results should have a constant go-ahead and
innovative attitude. Change is a necessity and
an essential element when thinking of benefits,
revenue and profitability. That change could be
measured in relation to the strength of business
foundations, flow, and business impact on the
market and society. In order to obtain good
results, the other 5R should be put together and
work in the same direction.
3. Reactivators: leadership is what move brand
from its reason to action. This is achieved
Graph 1: The Six Rs Matrix
Source: Brand & Rousers, Luis Gallardo, 2012.
Reason
Values and Purpose
Brand positioning, UVP
Product and Price
Relationships
With KEY stakeholders
Sustained over time
Creating value
Reputation
Brand Awareness
Brand preference
Perceptions
Relevance and
Resonance
Resilience
Perseverance
Ready for the unknow
Consistency
Commitment
Rouser
Leadership team
Partners
Alliances and Vendors
Revenues
ROI, ROA, ROE
Business Margins
Profit and Value
Markets trends Flows culture Time hearts & minds
All these in context

3. Book Reviews 3
Making sense of
business through
a holistic view
and a personal
action of brands
‘Brand and
reputation
are closely
related,
brand leads
decisions and
reputation is
the result of
valuations.
They are the
two faces
of the same
coin’
5. Relationships: connections are shaping business
realityinthenewdigitalworld.However,beyond
bonds created by brands with their stakeholders,
there is loyalty, engagement and future brand’s
performance. Internal and positive relationships
with employees are one of the most difficult
relationships to build and maintain. The main
goal of these relationships should be people’s
development through trust, as well as offering
flexibility and reward. External relationships,
particularly relationships with customers should
make sense and create sustainable bonds. It may
be this aspect what is becoming more important
now, not only with employees and clients, but
also with suppliers, institutions or society. It
is necessary to create a special environment,
behaving in an authentic way, investing time
and needed resources listening to people to know
more friction or conflict points and learning to
say no. Finally, relationships importance should
be seen as a whole, not only in terms of each
individual’s relationship with stakeholder.
6. Resilience: the individual’s tendency to cope
with stress and adversity has acquired a new
role due to volatility and continue changes
including the business world. Being able to
turn weaknesses into strengths, learning from
them and overcome them is one of the main
capacities to success and achieve challenge in
our current times. It is essential to work with
team of resilient professionals to build resilient
companies and brands. People should be able to
act independently, counting with the support
of others, working to achieve challenges. They
should work at the best places where they have
stimulatingandinspiringpeopletobethemselves
and follow their passions in an environment that
motivates them, and the organization benefit
itself of their passions improving the business
mission and vision. A reactivator leads, inspires,
attracts and connects people, projects, resources,
strategies and goals around a purpose and reason.
People are led by reactivators in a dynamic,
energetic and enthusiastic way promoting a good
environment,relationships,goodcommunication
and positive bonds in an ethic and integral way,
implementing brand values and serving as an
example for other professionals.
4. Reputation: until now, when a brand valuation
was made, only financial indicators were taken
into account. However, now brand valuations
made by stakeholders are the most important,
since they are the ones making decisions based
on those valuations and decisions affecting
results and business development. Therefore,
brand and reputation are closely related: brand
leads decisions and reputation is the result
of those valuations. They are two sides of the
same coin creating synergies and opportunities.
Moreover, internal reputation is essential,
since external reputation is built from it and
influence/is influenced by the rest of the 5R.
Furthermore, when it comes to reputation,
identity, culture, purpose and values are
essential too. It is not important to create them
–since they were always there- but they have
to be connected to the business sense of being.
In order to incorporate reputation to all the
business activities, it is necessary to compare,
collaborate and control.
Graph 2: Building sustainable relationships
Source: Brand & Rousers, Luis Gallardo, 2012.
Building sustainable
relationships
Strength of
organization
Personal chemistry
and trust
Not pop up diary
reminder
Not in “sales mode”“No”
Genuine interest/
knowledge
Challenge and
feedback
Special and valued Industry expertise
Understood pain
points
Invested time and
effort/listened

4. Book Reviews 4
Making sense of
business through
a holistic view
and a personal
action of brands
been trained for in order for them to be able to
self-learning. Resilience is also a key factor to
crisis situation where the whole organization
is involved.
Conclusion: a holistic and integrated view
Being able to manage this 6R model in a jointly
and articulated way, bearing always on mind the six
elements and established relationships among them
–between reason and reactivators, reactivators and
relationships, relationships and resilience, resilience
and reputation, reputation and results- is the most
optimal way to lead renowned and sustainable
brands, according to Gallardo.
There are 5 attitudes or capacities that every brand
should integrate in its DNA, culture or way of
thinking in order to make this model possible:
1. Continuous curiosity and exploration of new
tendencies, challenges and opportunities.
2. Total understanding of the environment, market
and competition.
3. New ideas, concepts, models and ways of
understanding business.
4. Alignment and bond of every stakeholder and
the 6R among them.
5. Inquisitiveness, desire of change and permanent
updating to build the future.

5. Leading by
reputation
©2014, Corporate Excellence – Centre for Reputation Leadership
A foundation established by major companies aiming to excel in the management of intangible assets and facilitate promotion of strong brands
with a good reputation and a capacity to compete on the global markets. Our objective is to become the drivintg force, which would lead and
consolidate professional reputation management as a strategic asset, fundamental for building value of companies around the world.
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