What are the real drivers of a brand’s reputation, and how much does it really matter? In a piece published in the Globe & Mail, our Toronto office Managing Partner and Chief Digital Strategist for the Firm, Rick Murray, shares his take on what the results of the joint Léger/NATIONAL Corporate Reputation Study mean for brands and companies moving forward. In short, for Rick, it’s time to invert the brand pyramid, to put the customer’s wants and needs ahead of the company’s and to stop trying to create demand and focus more on meeting it. Companies need to do right by us before we’ll do right by them. Customers will be quick to penalize those who stray from that ethos.