Never before have citizens and consumers felt the need for figures in whom they can place their trust and, increasingly, they are looking for them in the world of business. If it is companies, and no longer just NGOs or parties, that are seen as drivers of sustainable change, CEOs too must know how to transform themselves from 'seducers' to 'pioneers' in order to contribute to the conquest of a solid reputational space for their brand. But how to achieve this? The authors attempt to offer an answer with a book that not only presents itself as a theoretical path to orient oneself among the winning reputational models but - thanks to testimonials and research in the field - also offers important pragmatic indications useful to executives of companies of all sizes, to those who aspire to the role of CEO, to those who support them in building their brand and to those who are studying with a view to a strategic entry into the profession.