The way we consume knowledge today has changed fundamentally in recent years. We are experiencing a profound change from the information age to the age of reputation, in which information has already been filtered, evaluated and commented on by others. In a technology-driven, highly complex interaction world, we are influenced by the classification of others when it comes to acquiring knowledge. Against this background, the reputation has developed into one of the most important currencies. The reputation of companies and institutions is largely determined by today’s highly relevant meta trends. The successful establishment and expansion of reputation requires in-depth knowledge of its complex influencing factors and interdependencies in the entire ecosystem of the organization. Anyone who makes the right derivations for themselves here and then aligns their communication work in the long term will establish their reputation as a value-creating identifier in the long term with all relevant stakeholders.