The increasing churn of the S&P 500 makes it clear: no company, however dominant, can be assured of retaining its market-leading position any longer. Increasing competition, disruptive innovation and the near-instant spread of negative press are all conspiring to shorten even the best businesses’ lifespans. Amid this volatility, the anchoring of a strong, trusted and consistent brand can prove key – particularly when companies are faced with sudden and severe reputational threats.