Now that technology can ensure uniformly high standards, keeping his products' reputation alive is a job for marketers.

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But the South African has a reputation for keeping his nerve, most notably when he bowled a match-winning double-wicket maiden for Worcestershire to beat Lancashire in the 2003 C and G Trophy semi-final.

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That signals a turning point for American companies as they acknowledge that the long-term boost to their reputation from keeping jobs in the country can outweigh the meager cost saving associated with cheap labor.

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It has struggled in recent years as cost-cutting ate into reliability (Ryanair, by contrast, has a good reputation for punctuality and keeping passengers together with their luggage).

ECONOMIST: Budget airlines

His own callousness is at odds with the preciousness conferred by time and by reputation, but it is worth keeping in mind the irony of viewing under glass what were sometimes everyday lists and accounts.

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Of course, Evernote has screwed with it, so now it won't default to keeping my pictures private (not so good for the clients, or my reputation) and the new layout hides the sharing feature in a stupid drop-down menu.

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In keeping with his consistent brand of eccentricity, many said it added to his profile and his reputation.

BBC: Highwire act Boris Johnson defies political gravity

His reputation as a champion of civil liberties suffered, but no one doubted where he stood about keeping Canada unified.

ECONOMIST: Pierre Trudeau

Such a gesture would be in keeping with the traditions of the quirky 220-year-old pub, which has built up a reputation for hosting activities including the Annual World Pea-Throwing Championship and Dwyle Flunking, a traditional game involving two teams, a broom stick, a chamber pot and a beer-soaked rag.

BBC: NEWS | Business | Greene King boss faces a roasting