Brand vs. Reputation: Are You Asking the Wrong Question?

Thoughts on a recent article in Campaign magazine on the latest study from Bloomberg's Corporate Reputation series.

When McDonald's recently declared, "We are not red or blue, we are golden," it wasn't selling burgers. It was making a calculated statement about its values and political neutrality. This moment perfectly captures a seismic shift happening in boardrooms everywhere: the separation of brand from reputation.

For years, the term "brand" served as the catch-all for everything from company purpose to customer experience. But new research confirms this is no longer the case. A major study from Bloomberg's Corporate Reputation series recently revealed that a staggering 79% of marketing and communications leaders now view corporate reputation and brand equity as distinct concepts.

This isn't just semantics; it's a fundamental change in how businesses must operate. The data shows foundational trust and credibility now define reputation, while personality, market positioning, and customer experience shape brand equity.

As Anne Kawalerski of Bloomberg put it, "Brand used to be the lens by which a heck of a lot went through." Now, the industry has split that lens in two, and for any business to succeed, it must master both.

The separation is being driven by the divide between trust and differentiation. The research reveals that trust and credibility now define corporate reputations, while image and perception have declined in importance.

Reputation: The Bedrock in the Age of AI

From a public relations perspective, this shift elevates the importance of strategic communications to a new level. While brand focuses on commercial differentiation, reputation is about building a solid, trustworthy foundation upon which everything else rests. You cannot build a beloved brand on shaky ground.

AI is accelerating the urgency to get this right. With large language models (LLMs) like ChatGPT becoming a primary source of information, the game has changed. As one executive highlighted in the Bloomberg research, "A quote from your CEO… in the media, is more valuable than any ads, because that's what's going to be in LLMs."

This is the new reality. The corporate reputation you build through authentic leadership, ethical actions, and strategic media engagement becomes the raw material that will train the AI models defining you for a global audience. It's a powerful reminder that earned credibility now holds more long-term value than paid visibility.

What This Means for You

This new landscape requires a new approach. While the functions are separate, you must integrate the strategy. The challenge is that businesses often disperse ownership of reputation across multiple departments, including sales and marketing, as well as legal and HR.

So, how do you move forward?

Acknowledge the Difference: Recognise that building long-term trust (reputation) requires a different timeline and set of metrics than deploying faster-moving brand campaigns. The jump in social media monitoring for reputation, from 25% in 2024 to nearly 40% in 2025, suggests that companies are seeking a deeper understanding of this trend.

Invest accordingly: Businesses are already responding, with 24% significantly increasing their budgets in this area for 2025. This isn't just spending more; it's about investing smartly in the long-term health of your company's credibility.

Unify your leadership: While the roles are distinct, the CMO and CCO must work in lockstep. Your reputation strategy and brand strategy must complement each other, telling a single, consistent story to the world.

The great divide is already here. 

The businesses that thrive won't just manage this divide; they'll master it. Building a resilient, unified strategy where trust fuels growth is the new benchmark for success. If you're ready to move beyond theory and put a truly integrated approach into practice, our strategic consultancy is designed to guide you.

👉 Find out how we can help you build that bridge by exploring our PR Consultancy services.

Read the original Campaign article 👉 here