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Redefining Corporate Reputation

Reputation is corporate currency today. Yet reputation can seem hard to quantify—and at a time when transparency and authenticity are expected by all stakeholders, the ability to measure and track reputation is critical. 

Enter Reputation Institute. Now in its 21st year, the organization is a data, analytics, and insights platform powering companies to understand and build reputation. Kylie Wright-Ford, the Institute’s CEO, joined Purpose 360 to discuss the company’s approach to measuring and analyzing the reputation of companies, cities, and leaders—primarily through its RepTrak platform. She also discusses other products related to corporate responsibility through CR RepTrak and CEO reputation through CEO RepTrak.

Wright-Ford also unpacks the importance of reputation, and its seven dimensions today—from products and innovation to workplace and citizenship. Listen for her insights on:

  • The difference between brand (a promise) and reputation (whether that promise is kept).
  • How companies can balance the rational and emotional aspects of their reputation, and why those emotional aspects are on the rise.
  • The potential impacts of a healthy reputation, and how companies can leverage that reputation to build stronger ties to key stakeholders.


  • (00:00) – Welcome to Purpose360
  • (01:22) – Introducing Kylie Wright-Ford
  • (05:10) – The CEO Vision for RI
  • (06:26) – Why is reputation so important today?
  • (07:19) – Emotion and reputation
  • (09:08) – What is RepTrak?
  • (12:20) – Digging in to Pulse Score
  • (13:52) – Forbes and the Annual Global RepTrack 100
  • (18:18) – The bottom line value to enhancing scores
  • (20:44) – Reputation’s impact on retention
  • (23:04) – CR RepTrak
  • (28:12) – The upcoming PurposeTrack from RI
  • (31:05) – Silence is no longer golden: The reputational value of the CEO
  • (35:24) – ‘The Leadership Mind Switch’
  • (37:47) – Kylie’s admirations list
  • (41:13) – Upping the intelligence game for purpose strategies
  • (43:43) – The future of purpose
  • (45:59) – Explore RI

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Business is an unlikely hero: a force for good working to solve society's most pressing challenges, while boosting bottom line. This is social purpose at work. And it's a dynamic journey.

Purpose 360 is a masterclass in unlocking the potential of social purpose to ignite business and social impact. We illuminate the growing impacts of purpose, from engaging employees and fostering deeper consumer loyalty to inspiring product innovation and increasing market share.