The realisation that corporate reputation can be managed for value creation for all stakeholders has raised a structural question. Who is responsible? The short and simple answer is the Chairman and CEO or the Board, who have ultimate responsibility to drive value and to determine how an organisation acts and behaves. However, this is a simplistic response and fails to take account of how corporates operate on a daily basis to deliver value or how reputation is becoming ever more complex thanks to the increasing integration of multi-stakeholder communication and influence. As in nature, corporate evolution is different for each organisation so no single system or structure can be correct. Is there an answer to where responsibility should sit?