A reputation council is a cross-functional senior team at a company entrusted with the stewardship of the company’s reputation. A reputation council is not unlike a brand council, which may even be composed of the same people. The principal difference is that while the brand council monitors what the company says and does, a reputation council focuses on how stakeholders perceive a company and how their actions affect that perception.

CEOs have always understood that a good reputation is an essential condition for the short- and long-term success of their company, but until recently, they had few tools to manage it. The use of reputation councils has helped change this. Many of today’s most reputed companies now have a sort of reputation council. Exact figures ...

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