“I attended the COBIS 5th Conference for Marketing, Development and Admissions in March in Bucharest and I found your talk about building school reputation very interesting and inspiring. In his talk on Building a world class reputation, Dr Holmes brought up a number of important insights into the process of building a reputation of a school. The principal message I took home was that a solid reputation can only be built on values and actions and not by advertising. He also stressed the long-term nature of the concept and the importance of sustainability. For me, the whole strategy is summarized in the idea of a “Reputation Manager” instead of a “Marketing Manager”.”