PRAXIS 2026
Keynote address 4: Earning Reputation in the Intelligence Era by Corey duBrowa, CEO, Burson
Communication is all around us, but it is far more than talking or writing. It is a scientific process with distinct components, biological foundations and cultural influences. Seen through this lens, communication is not just an art – it is a structured system that can be studied, analyzed and improved.
So, how do you evolve the art and science of communication for the next generation? That was the question posed by Corey duBrowa, CEO, Burson, as he spoke on “Earning Reputation in the Intelligence Era” at #PRAXIS 2026.
duBrowa explained why reputation has become a huge asset, and how executives should decide when to speak up in a volatile political landscape. In a never-ending polycrisis, with pressure mounting on business leaders, the question remains: where to play safe, and where to take risks?
He outlined four shifts communicators must make to build enduring reputations in a polarised world – and why India is rewriting the rules. The new communications for the Intelligence Era, he said, calls for four shifts.
AI beyond efficiency. Move from artificial intelligence to augmented intelligence – one that empowers human expertise, counsel and creativity. AI, he said, goes beyond efficiency: it creates value, and preserves it too.
From influencers to total influence. In a fragmented media landscape, no single voice carries the whole story. Different voices play different roles – some shape culture and conversation, while others carry credibility into communities. Bringing them together surfaces richer insights.
Culture up. Stop chasing what is cool, and earn reputation through a deeper understanding of people and culture. Earning reputation, with culture upfront. Everyone wants to be in the culture loop, he noted – the hard part is how.
Reputation as capital. Shift from treating reputation as a reactive discipline to managing it like a savings account. An organization’s truly valuable asset is its reputation, and he went on to amplify – “reputation is more than just trust.”
Drawing attention to the Indian market, duBrowa declared that “India flips the script.” Here, leadership beats financials; creativity comes first for audiences; and India is, by far, the fastest amplifier market.
In an age of AI and polarisation, the message was clear: reputation is not built in a crisis – it is earned, deposited and compounded, one decision at a time.
In a Q/A with Arun Sudhaman, CEO, The Promise Foundation he mentioned the reputation challenges that are gaining attention today to which Corey duBrowa’s answer was – “it is polycrisis”.
Where can one see the biggest gaps? “The biggest gap is spending too much time looking at the landscape,” he highlighted and added that at times, manage a crisis before having one and “the reputation is like a bank account and too often the gap is the CEO reaching out for the withdrawal button”.
In this discussion on the challenges facing C-suite leaders, and the solutions communications can offer, he pointed out that the conversation underscored that communications is more than a function: it’s a strategic force shaping leadership, reputation, and business resilience.
In the Intelligence Era, “reputation won’t be built by chance. It will be earned, protected, and strengthened through communications anchored in action”.
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