Uncovering the $7 trillion reputation economy - Masters of Scale Recap

Podcast: Masters of Scale

Published: 2026-02-17

Duration: 33 min

Summary

In this episode, Corey DeBrowa, CEO of Burson, discusses the critical importance of reputation in business, especially in an era marked by volatility and misinformation. He emphasizes that managing reputation is not an afterthought, but a fundamental aspect of strategic business operations.

What Happened

Bob Safian interviews Corey DeBrowa, who reflects on the shifting landscape of business reputation amidst global uncertainty and political upheaval. Corey highlights the pressure on brands and leaders to navigate these challenges, as they grapple with the complexities of public perception in a world where trust in traditional media is dwindling. He notes that companies must be proactive in managing their reputation, as it has become a vital asset that can significantly impact their success or failure.

Corey shares insights from his experience at Burson, stressing the increasing stakes for organizations in an environment where misinformation can spread rapidly. He points out that clients are seeking clarity in their communications, especially in light of the erosion of institutional credibility and the rise of digital influencers as primary news sources. This shift demands that businesses not only communicate effectively but also engage authentically with their audiences to maintain trust and relevance in their narratives.

Key Insights

Key Questions Answered

Why is reputation considered a critical asset for companies?

Corey DeBrowa discusses how reputation has become fundamental in today's business landscape, not just an afterthought. He stresses that high-stakes decisions require companies to understand their reputational risks and the potential costs involved. Leaders are increasingly asking, 'What does it cost us if this goes sideways?' indicating that reputation directly impacts a company's bottom line.

How has the political landscape affected corporate communication?

According to Corey, the current administration's engagement has raised the stakes for corporate leaders. There's a renewed focus on protectionism and trade policies that complicate global business strategies. Companies must navigate these shifting priorities while also considering how to communicate effectively without alienating their audience.

What role do digital influencers play in today's media landscape?

Corey highlights a significant shift where 40% of U.S. adults now get their news from digital influencers, as opposed to traditional media. This change has led to a decline in trust in mainstream journalism, creating a necessity for companies to leverage their own media channels and storytelling to connect authentically with audiences.

What challenges do businesses face regarding regulatory uncertainties?

The episode touches on the complexity of navigating regulatory landscapes, especially with the rise of AI and its governance. Corey mentions that companies must be mindful of competing regulations and how they affect investments and market strategies, which adds another layer of complexity to reputation management.

How can companies effectively manage their reputations in a volatile environment?

Corey emphasizes the need for companies to engage in social listening and proactive branding. As the landscape becomes more fragmented and confusing, businesses are required to articulate their values clearly and communicate them effectively to avoid reputational damage while also standing up for important issues.