The Reputation Advantage

A Fast Company Press book

Reputation is no longer the result of performance. It is the capital that makes performance possible.

Reputation governs market access, accelerates opportunity, and determines how fast an enterprise can move—or how hard it hits resistance when pressure comes. Yet many organizations still treat reputation as a campaign or a crisis response rather than what it truly is: a measurable, organization-wide discipline. Reputation is not what follows success; it is what enables it.

In The Reputation Advantage, Chris Foster, CEO of Omnicom Public Relations, offers a new playbook for leaders ready to build reputation as a system, not a slogan. Packed with insights, the book explains:

• Why reputation is the antidote for a low-trust world

• How reputation capital differs from brand equity and brand value

• Why reputation is the new operating system for executive leaders

• How to build and protect reputation in a world without privacy

• How to spot your reputational weak spots before someone else does

Drawing on decades of enterprise experience and interviews with other corporate leaders, Chris shows how to move from passive perception to active advantage in a world that’s watching, judging, and deciding in real time.