In times of crisis, companies can leverage reputation and brand power

To many, Wall Street has become an emblem of greed, power and elitism in the wake of the financial and economic crisis. People have lost faith and trust in the system. This is fatal, as trust is at the foundation of how the markets work. As Chief Executive Officer (CEO) Duncan Niederauer said in a recent NYSE Euronext advertising initiative, you have to have trust in the system. When investors come to the market feeling confident and willing to invest, it translates into business and job creation. This chain is vital.

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