IIA Canada VIRTUAL National Conference - September 14 - 16, 2020

Beyond the Checklist: Auditing Corporate Image

Day 1 - Concurrent Session 4 - Track 6
15 Sep 2020
16:25 - 17:15
Day 1 - Concurrent Session 4 - Track 6

Beyond the Checklist: Auditing Corporate Image

Level: Intermediate

This presentation certainly fits within a “soundbite session” as it considers the impact of corporate messaging in today’s rapid-fire media environment.  With firms able to convey so many messages to their customers so quickly, the need for consistence across messages, channels, and actions has never been greater.  Furthermore, as switching costs are declining in financial services, firm actions that contradict brand promises are readily punished by consumers.  Similarly, reputation-reality gaps have a demonstrated impact on recruiting effectiveness and employer desirability.

It would also be reasonable to consider theis presentation for the “Leadership and Innovation” topic as it presents an opportunity for audit to increase its leadership presence by ensuring strategic alignment and helping the audit client recognize mindset gaps or image/action imbalances.  Chief Audit Executives are often challenged to identify risk types that are beyond the immediate horizon.  An innovative approach to Auditing Corporate Image can be exactly the catalyst to maintain audit relevance and value-add.