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Here’s a hint: you already do!
Every company, person, entity, organization, coffee shop, and neighborhood has a reputation. All that can be done is to dictate whether that reputation is positive or negative.
Every unrequested phone call, unwanted email, un-original advertisement is a hit to a companies reputation. As in negatively impacts it. This annoyance then makes business that much more difficult in the best of times, and alienates your target markets at the worst.
We’re in a new world, with new tools and opportunities to create a positive reputation, why keep the old tools, old ideas, and more that creates a negative reputation?
Mr. Black