The article discusses how corporate communication has evolved in the 21st century, focusing on the role of CEOs as spokespersons, the interaction between marketing, public relations, and management, and the importance of balancing branding policies in multi-business companies. It also highlights the significance of integrated communication and marketing, crisis communication management, and the impact of takeovers/mergers on corporate identity. The research emphasizes the need for synergy between corporate and marketing communications to enhance reputation and intellectual capital in a global environment.