The reputation industry fallacy 17Jul

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Brand owners have become obsessed with reputation. Over the past decade or so corporate reputation has achieved a divine status and ascended to a “strategic asset” prominence.  As The Economist points out, “reputation economy” is the new buzz word on the street as the market value of companies has been increasingly dependent on intangible assets like brands and intellectual capital. At the same time, the rise and unpredictable nature and…