Global communications agency Burson has introduced a new AI-powered technology and consulting solution named Reputation Capital. This platform is designed to measure, value, and manage corporate reputation, linking it to tangible business outcomes such as stock price and sales performance.

Reputation Capital is available through WPP Open, an AI-enabled marketing platform. It employs advanced AI modeling to continuously analyze information, providing a live view of a company's reputation. This allows for immediate decision-making in response to reputational changes. The platform delivers an up-to-the-minute reputation score and actionable intelligence.

Burson's Global CEO, Corey duBrowa, stated, "Our core belief at Burson is that reputation is the most valuable asset that any organisation possesses." He further noted the limitations of existing tools, saying, "Traditional tools for measuring and shaping reputation simply can’t keep pace with the velocity and volume of challenges our clients are navigating today."

Reputation Capital defines eight levers of reputation management, which include citizenship & social responsibility, management & leadership, and creativity & innovation. It analyzes brand-specific signals across various segments such as geography, sector, reputation lever, and audience. The platform is capable of delivering reputation scores and insights for thousands of global companies, both public and private.

Chad Latz, Global Chief Innovation Officer at Burson, commented on the traditional tools, stating, "Traditional reputation management tools only offer a backwards view of corporate perception." He described the new platform as transformative, saying, "Reputation Capital changes the game by providing a dynamic understanding of a brand’s reputation in the marketplace and predicting the impact of actions relative to key business metrics."

The platform models the shareholder value of a company's reputation by focusing on business outcomes like stock returns. In the technology sector, reputation shifts have been shown to contribute an average of 0.97 percent in additional weekly returns, equating to USD $2.4 billion in added shareholder value for a profiled company.

Reputation Capital has been validated by Oxford University's Augmented Intelligence Labs and incorporates features from Burson's proprietary cognitive AI solution, Decipher. Dr. Felipe Thomaz, Associate Professor of Marketing at Oxford University and Co-Founder and Managing Director of Augmented Intelligence Labs, remarked, "Burson’s Reputation Capital is an exceptionally advanced platform that takes the most comprehensive view of reputation – and provides the most actionable intelligence - of anything that’s currently on the market."

DuBrowa highlighted the financial implications of reputation management, stating, "This profiling exercise underscores the critical role of reputation in driving financial outcomes."