Like all companies, banks take their reputation seriously. In the words of Richard Branson, “Nothing is more important to a business than its reputation”. Banking authorities require banks to measure their reputation. An entire industry of experts has emerged in recent years to advise companies on reputation. Film, television and literature typically portray business and finance leaders as greedy, power-hungry and corrupt. This panel of creators and commentators looked at what drives such deep suspicion of business and finance workers. Should reputation-conscious finance companies really care? What can they do?