Notwithstanding the attention corporate reputation gets as a concept, why it is valued, what it requires, and what is incompatible with a good reputation are given surprisingly short shrift. Institutional investors are increasingly pressuring companies to care about more than short-term profits, and indeed, to care about their social purpose, which is often at least arguably related to long-term profitability.  There is a more general movement encouraging corporations to take into account corporate social responsibility…