The RepTrak Company™, formerly the Reputation Institute, has announced its new name and rebrand. This strategic move reflects how the company’s business is transforming to be more than a provider of reputation measurement. The RepTrak Company’s products and services help companies protect their business value, increase their return on investment and make a positive impact on society. They do this by using data and deep expertise to understand how a company is perceived and uncovering what actions to take.
As the global leader in reputation intelligence, the company’s vision is to rate the sentiment of the world — for every company — and to make it actionable.
Kylie Wright-Ford, CEO of The RepTrak Company, explains that the new brand reflects this vision: “We are building on our 20-year legacy in a way that is highly relevant today, moving from measurement to meaning, and we’re doing this for thousands of companies around the world each day, by proving that doing and saying the right thing is good business.” In this world of stakeholder capitalism, the idea of knowing what different people think about you and identifying what to do about it has become more important than ever.
“Rigorous and reliable understanding of corporate reputation is absolutely critical when navigating our increasingly complex world,” said Tyler Newton, chairman of the board of directors at The RepTrak Company and Partner at Catalyst Investors, the majority shareholder of the company. “The RepTrak Company is the definitive source that global companies turn to for reputation and brand insights. These leading companies value the ability to clearly articulate the return on reputation to their leadership teams and boards of directors.” The RepTrak Company’s new logo is inspired by the northern and southern lights and reflects the company’s commitment to guide and inspire leaders to manage reputation through an ever-changing environment.
The company’s RepTrak Program is the vehicle that provides customers with intelligence to protect and improve their business. Its analytics uncover the way to protect business value by helping predict likely future outcomes, its insights provide ways for companies to understand competitive threats and develop clearly differentiated messaging, and its ability to convene best-in-class experts provide leaders with fresh experiences to inspire and collaborate. The newly launched RepTrak Program leverages both media and polling data to give a 360-degree view of what the world thinks of corporations.
Founded in 1997 with global headquarters in Boston, The RepTrak Company measures approximately 5,000 companies per year, across more than 60 countries and more than 20 industries. Over the last 18 months the company has transformed the way it builds products, serves companies and leverages data with a new leadership team and an increasingly digital focus based on its proprietary RepTrak model.
In addition to its new name, The RepTrak Company unveiled a new corporate brand identity, logo, website and domain name: www.reptrak.com. A new tagline — Good Business. Better World — amplifies The RepTrak Company’s belief that a company’s actions and words lead to improved business value and positive societal impact.