We originally published this post on August 3, 2015. This week, we revisit it as the 2016 Republican National Convention kicks off.

Aside from the candidates themselves, no one faces greater attacks on their credibility, morality and beliefs than a billionaire with the goal of influencing an American presidential election.  And no smear campaigns are as devious, effective and below the belt as those in politics – regardless of which side you favor.

So alongside thousands of other Reputation industry experts, public relations professionals and image-fixers, we were engrossed by “Koch Brothers Brave Spotlight to Try to Alter Their Image.”  The New York Times article provides a rare inside look at how such political powerhouses manage their reputations.

Reputation-Building on a Global Scale

Preparing for maximum resistance is a critical factor in winning both public sentiment and political support. By creating a new reputation portfolio consisting of everything from new photographs and television commercials to a groundswell of philanthropic organizations and sponsorships, the Kochs are positioning themselves to win the largest number of supporters possible. They have timed the rollout of their campaign to span several months, taking us right up to the 2016 election.

This is reputation-building on a global scale—the stakes involve deciding the next leader of the free world. It is an excellent look at what can be accomplished with a massive cross-media campaign, and how it is done.

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