While your brand is something that you create, your reputation is what others really think of you, and “others” are fickle creatures ready to pounce in cat-like fashion. Your company’s good reputation is essential to success and can be ripped from you in the most unexpected of ways. Remember the guy who kicked the dog in the elevator and lost his job as CEO? Or the Olympic swimmer who exaggerated a drunken encounter with a police officer in Rio? He lost four sponsorship deals.
The power of the internet is a double edged sword that can make you or break you. As the examples of poor research, poor behaviour, poor customer service, etc. explode, pundits are cautioning that reputation management needs to become reputation development and reputation marketing.