According to the World Economic Forum, a quarter of a company’s market value is directly tied to its reputation, making trust one of the most powerful (and fragile) competitive advantages a brand can hold. This session explores how marketing leaders can strengthen that advantage by building brands that communicate with clarity, act with authenticity, and earn trust even as markets shift and expectations rise. Drawing from nearly two decades leading reputation-driven organizations like Consumer Reports, Stack Overflow, and iconic global brands, Khalid will share how to safeguard credibility, navigate moments of pressure, and use communications as a strategic lever for long-term resilience and influence. Key takeaways: - How to build and protect a reputation that strengthens your competitive position, even in times of uncertainty - Practical communication strategies for earning trust, maintaining credibility, and shaping public perception - How to balance short-term business pressures with long-term brand stewardship to create durable equity - Leadership principles for guiding teams, customers, and communities through moments of change, scrutiny, or disruption