In Armenia today, this becomes especially challenging amid widespread discrediting of public figures and the trivialisation of important issues. Reputation takes years to build, yet it can be destroyed in hours. While reputational harm is a global phenomenon, it is particularly damaging in smaller countries like Armenia, where the pool of trusted voices is limited. A society where reputation holds no value becomes a breeding ground for deception. Launched in Armenia in 2022, the company has introduced classical and institutional reputation management practices to the region.