The document provides an overview of reputation marketing and how to cultivate a positive reputation. It discusses how reputation is formed based on past experiences and expectations of future behavior. Reputation is distinguished from branding. Key aspects of cultivating reputation that are highlighted include having a clear mission, understanding how to communicate messages to constituencies, and setting up systems and culture to exceed expectations. Examples are provided comparing the reputations of Southwest Airlines and United Airlines, focusing on their different approaches to mission, messaging to customers and employees, and workplace culture. The presentation emphasizes that reputation is intentionally grown through consistency in delivering on mission across all communications and interactions.