Reputation and Growth Strategies for Global Trade

A strong reputation builds confidence, attracts customers, and secures your license to operate. We specialise in helping trade, shipping, and commodity businesses grow — aligning communications with commercial outcomes through brand strategy, marketing, and reputation management.

About us

At Reputation Capital, we help trade and commodity companies turn reputation into growth. Our strategies are built to do one thing: connect communications directly to business goals. We strengthen stakeholder trust, sharpen market positioning, and ensure your brand works as a driver of commercial value. With specialist expertise in complex, high-stakes industries, we deliver clear, actionable solutions that protect, enhance, and grow your reputation — so your business can compete with confidence.

Why Reputation Capital?

  • Sector expertise

    We work at the heart of commodities, shipping, logistics, and international trade — industries where reputation is often the licence to operate. Our team understands the pressures leaders face, from regulatory scrutiny and geopolitical risk to the commercial demands of global supply chains. This depth of experience means our advice is grounded in the realities of your sector, not generic marketing theory.

  • Business-first

    We ensure communications serve business objectives, not the other way around. From brand positioning and stakeholder engagement to digital marketing and crisis response, every recommendation is tied to growth, efficiency, or risk management. That alignment gives leaders confidence that time and money invested in communications delivers measurable commercial value.

  • Measurable impact

    Our frameworks are built for clarity and accountability. We define success in terms that matter to business leaders — stronger stakeholder trust, improved market positioning, lower acquisition costs, or enhanced resilience. By combining reputation management with data-driven marketing, we protect, strengthen, and grow your business reputation while demonstrating clear return on investment.

Our Services

  • In industries where scrutiny is constant, reputation is often the licence to operate. We help you prepare for crises, respond with clarity, and build stronger stakeholder trust through proactive communications. Our work protects business value in difficult moments and creates opportunities to strengthen market position over the long term

  • We deliver marketing strategies that connect directly to commercial outcomes. From search and social campaigns to SEO, PPC, and content, we design programmes that generate leads, build awareness, and support customer growth. Every activity is planned for impact, measured for results, and aligned to your business priorities.

  • A strong brand builds trust and differentiation. We define and position your brand so it reflects both your culture and market expectations, ensuring it stands out where it matters most. Our services include brand perception research, competitive analysis, messaging frameworks, and cultural alignment programmes — creating brands that last.

  • Leaders in trade and commodities face complex, high-stakes decisions. We provide senior-level counsel to help you cut through that complexity — from annual planning and operating models to major transformations and change programmes. Our structured, evidence-based approach ensures strategy is practical, aligned with priorities, and focused on unlocking growth.

Meet the Team

  • A man with short brown hair, wearing a white dress shirt, standing against a dark gray background, smiling softly at the camera.

    Joe Cook

    FOUNDER

    Joe has nearly 20 years of experience in global communications and strategy. He earned his MBA as Valedictorian at the University of East Anglia, completed executive education at Harvard and INSEAD, and is a member of the Institute of Chartered Shipbrokers. A judge for the Gartner Marketing Awards, he has led strategy and transformation at Cargill and founded Reputation Capital to help businesses in trade, logistics, and commodities strengthen reputation, simplify communications, and drive commercial impact.

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  • A woman with blonde hair smiling and wearing a blazer, sitting in a restaurant or cafe.

    Annie Dalby

    COO & DIRECTOR

    Annie brings more than 15 years’ expertise in marketing and communications, with a strong track record in the maritime, transport, and M&A sectors. She specialises in brand positioning, stakeholder engagement, and building the structures that help leadership teams communicate with clarity and confidence.

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  • A smiling man with glasses, wearing a black and white checkered shirt, standing against a plain gray background.

    Albert Leung

    SENIOR CONSULTANT

    Albert is a senior communications specialist with over a decade of experience in digital marketing, social media, and public relations. He has delivered multimillion-dollar campaigns across international markets and brings a global perspective, working fluently in three languages to help clients connect with global audiences.

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Contact Us

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