Reputation is not merely a macro-level strategic issue (e.g., for governments, corporations, or charities), a meso-level intermediation issue (e.g., for mass media, social media, and PR agencies) or a micro-level operational issue (e.g., for leaders, managers, or employees), but it is a multi-scale phenomenon that impacts everyone. The multiple ways that different and often conflicting reputations are playing out are articulated through research and examples, from the British royal family, libraries during lockdown, the world of influencers, Rio Tinto in Madagascar, white collar inmates in a US Federal Prison, and companies including BP, VW, and McKinsey & Company.