When asked whether CEOs take as much action as they should to protect their company reputations, CEOs came back with a resounding yes in research by NYSEEuroNext. A full 76% believe that they are on top of safeguarding their reputation. The remaining 24% probably thinks they are not doing enough which is also a good thing. However, considering that it is the job of the CEO to be the company’s reputation guardian, why would 2010’s figure be lower than what CEOs believed in 2006 (84%) about being ready to defend their reputations. Could it be that CEOs recognize that as prepared as they may be, there is always something around the corner that will surprise them. They are not as confident perhaps as they were several years ago when they may have thought that reputation protection was about branding well and getting their Web site up to par. I think the past year has humbled the best of them.