“Brand is a matter of creation. Reputation is a matter of result.”
“Brand” is everywhere. It’s taken up residence in popular culture, consciousness and conversation. It’s become a catchphrase used so routinely and indiscriminately it’s getting harder to sort out what brand really means, and consequently, its contribution to company growth. No soft good, reputation has been, is, and will always will be what truly drives business—something no great company intending to stay that way, can do without. The good work of communicating reputation—its authentic nature, tangible value and easily understood connection to company goals, makes absolute sense and fits us like a glove.