■ The Big Idea
Everything an individual or company does or produces contributes to its reputation. Reputation is an intangible asset, but a very important one. In some ways it is even better than having money in the bank, but not as easily quantified.

A good reputation is its own advertising and quality seal. It can engender loyalty in customers that can cross several generations and time zones. A good reputation can bring in more customers in the good times, and be a protective buffer in the bad times.

The author has delineated what he calls the, “18 Immutable Laws of Corporate Reputation.” This book holistically deals with the topic of reputation management in three parts: establishing a good reputation, keeping that good reputation and repairing a damaged reputation.

■ About the Author
Ronald J. Alsop
Ronald J. Alsop is a news editor and Senior Writer of The Wall Street Journal. He is the author the new book, the 18 immutable Laws of Corporate Reputation: Creating, Protecting, and R e p a i r i n g Your Mo s t Valuable Asset.

He is also the editor of the Annual Wall Street Journal Guide to the Top Business Schools and writes the MBA Track column on CollegeJournal.com as well as a r t i c l e s about business education, corporate reputation and marketing for the Journal. He previously served as the Journals marketing columnist and as editor of its Marketplace page, and he has written several other books, including The Wall Street Journal on Marketing and The Wall Street Journal Almanac. A graduate of the Indiana University School of Journalism, he lives with his wife and son in Summit, New Jersey.