I found this article in my Google alert and thought it was very well written and thoughtful on the topic of reputation. Hard to find thoughtful pieces these days when everyone is in a mad rush. Just yesterday at lunch I was talking to several others about content fatigue which seems to be the malady of the season. Below is a good description of reputation from the author of the article, Bong Osorio. I recall someone, perhaps Warren Buffett, saying something similar about trust, "Trust is like the air you breathe. When it's present, nobody really notices. But when it's absent, everybody notices." Quote below:
"Reputation is like the weather. It exists, irrespective of whether you measure its effects. It dictates what activities and goals are realistic, and how you should package and present yourself to be believable, strong and supportable. It is prudent to check the weather before you go out, and even more helpful if you know how it is changing. So it is with reputation. The main disparity between the two is that while you cannot control the weather, you can design the course of your reputation. And that is a clear case for managing it."