The relationship between brand and reputation has changed because the world has changed.
Brand is the promise, reputation is the degree to which the promise is heard, understood and acted on…Brand is the expression, reputation the impression…Brand is “owned” by the organization and reputation is “owned” by stakeholders.
We know and use these definitions to explain and justify why and how we have historically managed brand and reputation separately. But the changes we are witnessing in information, attitudes and audiences make these distinctions irrelevant. How people receive and process information has changed in ways that make delivering a corporate strategy – and building a brand and managing reputation the old way – harder.