Reputation by design

Reputation is a key to gaining competitive advantage and brands have an opportunity to skillfully architect and insulate their reputation through culture, a living brand, customer journeys and thought leadership – all of which flow through communication. In this session, we’ll guide attendees to think beyond traditional reputation management strategies in order to set their organizations apart. We’ll look at the relationship between culture, brand and reputation and how communication ties it all together.

This session is an interactive discussion designed to provide attendees with tools and take-aways they can share with their teams to make an impact within their organizations immediately. Attendees will have an opportunity to look at case studies as well as create a reputation analysis of their company from the inside/out.

This session will cover:

  • Reputation design and marketing vs. reputation management.
  • Online reputation marketing.
  • How to assess your organization’s reputational risks.
  • The role that culture and brand have in reputation design.
  • Understanding the main elements that go into designing a reputation and how communicators can impact them.

Career LevelStrategic adviser
Date and Time: Tuesday at 10:30–11:30 a.m.

bonniePresenter / Bonnie Caver / Texas, U.S.,
is the President and Founder of Reputation Lighthouse, a brand communications and reputation marketing firm with offices in Denver and Austin. A 20-year communications veteran, Caver is a Certified Crisis Manager from the Institute of Crisis Management and is one of few in the world to hold an advanced certification in reputation management through the Reputation Institute. She is a past chair of the IABC Southern Region and was a member of the IABC Brand Task Force.