In the wake of the corporate crises of the past 18 months, including those at Goldman Sachs, BP, and Toyota, companies are increasingly looking to corporate branding and reputation management to go beyond focusing on product PR. To accomplish this, companies are leveraging employee engagement, CSR, thought leadership, executive visibility, and social media to engage stakeholders on a broader corporate level.

"We're seeing more of a focus on promoting the corporate brand, not just products and services," says Paul ...