The new rules of brand reputation

The useful part

For years, marketers and communications professionals have been taught to control the brand narrative. Today, a brand's reputation is shaped by employees, customers, creators, and online communities and forums like LinkedIn and Reddit. The conversations happening within these channels directly shape what people think about your brand, and feed people the information AI tools tell them about it.

How it works

• Show up where people are already talking, make the conversation more useful, equip the voices shaping it with credible information, and make your own story clear enough to travel.
• That model no longer reflects how reputation is built or trust is earned.
• The challenge is that trust and reputation are increasingly built by people and in places you don't control.

Details worth keeping

If your brand is a party, you make the guest list. You also send the invitations and create a menu, and then set the table. 3 THINGS CONVENING REQUIRES Over the past 25 years, I've led advertising agencies, communications firms, and now marketing at a nonprofit serving the neurodivergent community <a href="https://www.fastcompany.com/91613283/the-new-rules-of-brand-repu...