Why Goals of Thought Leadership are Changing

Published: 16 September 2017

Whereas once it was largely about brand awareness, organisations now recognise the importance of providing a genuinely fresh perspective and being seen to set the agenda.

The fact that nearly half a million people worldwide have thought leadership in their title is further demonstration that the term is much more than a buzzword.

Thought leadership has long been a popular tool for building brand reputation, but according to a recent study, the reasons for, and goals of, thought leadership are changing. Linstock Communications’ report, Beyond a Buzzword: Thought Leadership Evolves, reveals brands expect to depend more on thought leadership, but have changing demands.

Half (50%) believe that providing a fresh perspective and shaping new thinking will become one of the three most important reasons for undertaking thought leadership – a jump from 32% today.

Additionally, the proportion who see the need for thought leadership to raise brand awareness will drop to 38% in the future, from 65% today.

To read the full article, visit PR Moment here.

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