Mann has every right to use the courts to protect his reputation, of course, but I do think he might heed the example of Oscar Wilde before he does so.

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And Citi has managed to get the right kind of reputation.

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"We're doing things the right way and our reputation is starting to go out there, " he added.

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Tim Draper, a Silicon Valley venture capitalist, has muddied his reputation on the right with a disastrous attempt to sponsor a school-vouchers initiative last year.

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You have to acquire a reputation as a person who produces just the right amount of money that people want, in particular money that does not depreciate and retains its exchange value.

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Ultimately, he likely made the right call from a PR perspective to stave off further short term brand agony, but his reputation is irreparable regardless in the lose-lose race created by his own hand.

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If you do it right, then others will recognize your efforts, and you will earn the reputation you wish to have.

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Is this a deliberate plan, do you want to try and create a Conservative Party that puts behind it the reputation of being extreme and right wing and that you're on a moderation course at the moment, to get across that you're sensible, reasonable and a credible future government?

BBC: News | BREAKFAST WITH FROST | David Davis on Breakfast with Frost