In episode two, host Shahar Silbershatz meets Ian Louden, the head of brand worldwide at ArcelorMittal, a leading steel and mining company.

They discuss Ian's journey from graphic designer to brand consultant and ultimately into his current role at ArcelorMittal, where he's been for 16 years.

Shahar and Ian talk about:

• ArcelorMittal's longstanding sponsorship of the Olympic Games — and why you won't see the company sponsoring other sports
• how brand communications have evolved, highlighting the impact of social media, globalization and the rising demand for real-time data
• brand purpose, reputation management and the need for brand professionals to be strategic advisors to senior management.

Finally, Ian offers some advice for young professionals looking to enter the field and have a successful career in brand communication.

To stay current with corporate reputation trends and track perceptions of global companies and industries, visit groupcaliber.com.