The purest treasure mortal times afford is spotless reputation; that away, men are but gilded loam or painted clay. William Shakespeare (Richard II)
A brand’s reputation, if good and ideally flawless, drives its value upwards and distances it from its competitors.
If flawed, it’s pretty difficult to justify why people should pay much for a brand, assuming they wish to buy it at all.
Brands with great reputations are real treasures to their marketplace.
How pristine is your brand’s reputation?
