The document discusses the importance of reputation resilience planning for businesses. It argues that reputation is an intangible asset determined by stakeholder perceptions, not owned by the organization. While operational resilience focuses on continuing operations during crises, reputation resilience requires sustaining positive stakeholder views. The Sony hack is used as an example of how a crisis can damage a company's reputation. The document advocates for integrating reputation risk management into overall risk processes to improve reputation competence across an organization.