Reputation is essentially the sum of others’ perceptions. The nebulous and hard to measure nature of the asset leads many companies, particularly those with strong balance sheets and robust value propositions, to neglect investing in it.
One thing everyone agreed on about Brexit and Trump is that almost no one saw them coming. Some argue the polls and pundits were not entirely wrong. But following the failure of economists to pick the Global Financial Crisis, both the UK and US outcomes seemed final nails in experts’ coffins.