Thought-leading companies offer thought-provoking insights on issues that truly matter to their customers and other stakeholders. As a result, these companies are positioned more favorably when compared with others they are referenced against. Over the past several years, thought leadership has been the object of increased interest on the part of scholars and practitioners in the fields of public relations, corporate communication, branding, and reputation management. This entry explains thought leadership as a positioning strategy by outlining two types of logic on thought leadership. It then discusses how the two types of logic should be blended for organizations to strengthen their positioning for the future, including the role of corporate communication professionals in this process.

Strategic-Driven Thought Leadership

By the 1970s, consulting companies such as McKinsey and ...

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