Reputation: Hard to Measure, Impossible to Ignore When Lost

Reputation is one of the most valuable yet intangible assets an individual or business can have. It’s challenging to measure its worth when things are going well, but its significance becomes unmistakable when it’s lost. A strong reputation takes time and consistency to build, and it can be quickly damaged by missteps or mismanagement. Understanding its impact, nurturing trust, and prioritizing integrity are essential for long‑term success and resilience in an increasingly competitive world.

In a world shaped by waning trust in institutions, unstable economic conditions, geopolitical tensions, rapid AI advances, and rising demands from stakeholders, corporate reputation has evolved from being a side effect of doing business to its very foundation. In this new era, CMOs aren’t just brand promoters anymore, they’ve become vital strategic partners for CEOs trying to navigate unprecedented disruption.

That was the consensus among leaders from AXA Group, TCS, BCG, and Bloomberg Media, who came together recently for a roundtable discussion hosted by The Drum in Paris.

With trust in crisis globally, safeguarding corporate reputation is more urgent than ever. Yet, according to Bloomberg Media’s Corporate Reputation Study, 57% of CEOs don’t consider it a top priority.

This begs the question: what does this mean for CMOs and the evolving role of marketing?

CMOs understand the link between trust and corporate reputation, when trust goes up, reputation tends to follow. Yet half of those surveyed say that 10% or less of their marketing spend goes toward reputation-building, the study revealed.

While some firms have elevated the role of the CMO, many still treat it as a support function, only calling upon it during moments of crisis. The truth is, building a strong reputation demands long‑term brand nurturing, combined with an ability to remain present, consistent, and trusted despite turbulent times.

Today’s marketing leaders must drive growth, deepen customer connections, champion ESG priorities, and stay culturally relevant. But despite these critical responsibilities, many still lack a voice in decisions that shape their company’s future, a gap that can directly affect its reputation.

Even now, many firms have no CMO on the executive team, despite their deep understanding of the business, connections across departments, and crisis‑management experience. According to the roundtable, this is not just a missed opportunity, it’s an organizational vulnerability. As the study reminds us, “Reputation isn’t built by everyone: it’s shaped by the few who influence the many.”

That said, things are starting to shift. An increasing number of Fortune 500 CEOs have a background in marketing, about 37%, highlighting a growing trend that positions marketing as central to corporate leadership and a pathway to the top.

Today’s complex media landscape presents both challenge and opportunity for CMOs. The rise of digital platforms has brought issues like fragmented audiences, content overload, and intensifying scrutiny. Yet for leaders who stay curious and adaptable, these changes also open new avenues for influence, allowing marketing to evolve from supporting role to business‑shaping force.

As AI reshapes how organizations connect with people, CMOs must hone their skills and stay agile. Those who can balance technology with human insight have a chance to expand their role and deepen their contribution within the business.

For global brands, achieving trust across borders means striking the right balance between consistency and sensitivity to local nuance. What works in one market may fall flat or even cause offense in another.

Today, it’s vital for global CMOs to give regional teams the autonomy to adapt their approach while aligning with the brand’s core strategy. The takeaway? In the realm of reputation, your position is as critical as your alliances. Building trust may mean partnering with trusted local organizations or aligning with community events, such as TCS sponsoring the Paris Marathon, to create a sense of belonging.

To help CEOs lead effectively in this era of disruption, CMOs can focus on three key priorities:

First, when crisis strikes, brands that have invested in reputation fare far better. According to The CEO Radar, a quarterly review of earnings call themes by BCG and Bloomberg Media Studios, CEOs have been focusing more on technology and innovation than areas like sustainability and diversity. Yet smart CMOs recognize that building trust means showing up authentically every day, regardless of the spotlight, making sure the brand stands for more than sound bites.

Reputation doesn’t protect itself. It must be built and rebuilt every day. In a fragmented media and stakeholder landscape, expertise and impact are vital, this means knowing what matters to your audience, and showing up with sincerity, substance, and consistency.

Second, AI has become a double‑edged sword. Its ability to scale insights and speed up content creation is impressive, but it can also reduce brands to a sea of sameness if not used thoughtfully. CMOs must champion bold, original ideas that an algorithm can’t generate, pairing AI with deep human understanding of their brand and audience.

With generative AI reshaping how people find and evaluate brands, CMOs must rethink how to maintain trust across platforms and craft distinctive narratives. The secret lies in using AI strategically, experimenting quickly but aligning every investment with long‑term objectives and quality results.

Finally, the role of employees as brand advocates is gaining new significance. In the era of generative AI, staff are central to shaping how a company is perceived online. What they say on platforms like LinkedIn, Glassdoor, and Reddit can have a profound effect as AI increasingly uses these inputs to define a brand.

That’s why CMOs should mobilize staff as ambassadors, especially in areas like recruitment and marketing. Meanwhile, CEOs and other senior leaders must also step into the spotlight, aligning their personal platforms with the brand’s voice and values.

For questions or comments write to contactus@bostonbrandmedia.com

Source: thedrum‍