Reputation: that intangible asset that strengthens a brand and can be lost in an instant

Reputation is built over years and can be lost in minutes. It is a well-known statement—almost a cliché—but no less true for that reason. In fact, few ideas describe so accurately the reality of brands that aspire to be sustainable over time. Reputation is probably the most valuable asset an organization has, and at the same time, the most fragile.

In 2026, at Ikusi, we celebrate 55 years of history. An anniversary we have named #Ikusi55, which inevitably invites reflection on what has allowed us to reach this milestone and, above all, on what will enable us to continue moving forward. In that reflection, reputation plays a central role.

Because reputation cannot be improvised. It is built slowly, through coherent decisions, consistent work, and a genuine commitment to clients, people, and partners. And yet, it can deteriorate very quickly if focus, coherence, or listening are lost.

This is not an isolated perception. According to the 10th edition of the Approaching the Future 2025 report, developed by Corporate Excellence, corporate reputation and reputational risk rank, for the second consecutive year, as the most important intangible asset for organizations (61.1%).

This data confirms something we have deeply internalized at Ikusi: reputation is not just a result—it is a daily responsibility. It is tested every day, in every project, every conversation, and every decision.

55 years building trust

We know this well because this year we are celebrating the 55th anniversary of the Ikusi brand. Reaching 55 years is the result of decades spent building relationships of trust with clients, manufacturers, partners, suppliers, and, of course, with the people who are part of Ikusi.

Because if there is one thing that has sustained Ikusi’s reputation for 55 years, it is people. A diverse, expert, and committed team, capable of translating complex challenges into services and solutions that create real impact. Throughout our history, we have incorporated new capabilities, new profiles, and new ways of understanding technological transformation, always maintaining a culture based on collaboration, continuous learning, and respect.

This anniversary is also a tribute to all the people who have made Ikusi possible—those who accompany us from within the organization and those who do so from outside—and to those who continue to drive the project forward today. Because without people there is no reputation, and without reputation there is no sustainable project.

We celebrate 55 years of history. 55 years of caring for a fragile, demanding, and essential asset: our reputation. And we do so with the conviction that continuing to care for it will be key to building Ikusi’s future.

Mikel Jaurrieta, Director of Marketing and Communication at Ikusi