Over the past half-century, the concept of ‘reputation’ has evolved from a simple qualitative assessment into a tangible business asset. Companies now recognize its critical role in driving capitalization, bolstering sales, and fostering customer loyalty. Reputation management, as a distinct discipline, is gaining momentum. Organizations have always prioritized reputation, but its formal recognition as a strategic focus emerged relatively recently. Dan Michael**, Managing Partner of CGS.Guru, a company specializing in reputation management, explains the nuances of this evolving field. His insights offer valuable guidance on navigating the digital landscape and safeguarding brand image in today’s dynamic world.