Workplace Culture, CEO Activism, Fake News Seen Critical to Brand Reputation

A DIFFERENT BREW: Under a new initiative called “Starbucks College Achievement Plan,” the coffee king will offer education assistance to roughly 135,000 eligible employees.

What will be the main drivers of brand reputation when the Reputation Institute issues its Brand Trakr report next month? CEO activism, handling of fake news and rumors and workplace culture will be among the factors getting heavy play in the report, the Reputation Institute says.