OK, so some might say 20 years is a long-time to go from butt of jokes to best car-maker but reputation building is and should be a long-term commitment.

Great brands need strong reputations and these are only built by insight and understanding of customers, market gap and brand USP. And have the agility to continually nurture that reputation in-line with modern times.

Skoda has been able to rise up the auto rankings over the years due to the fact that Volkswagen, back in the early 1990s, injected its marketing expertise to set about doing just that.

But of course, you can have the best idea of reputation but if it’s not nurtured, communicated and built on over time, investment is null and void.  That’s where PR comes to the fore as it’s our role to protect it and help the brand demonstrate it.

My top 5 brand reps

1. Skoda
2. Apple
3. Innocent
4. Marks & Spencers
5. Top Shop