Who we are

We exist to flip the script on reputation, making it the driving force behind brands that care — about people, planet, and profit.

We’re not a traditional reputation agency focused solely on risk management, nor a branding firm obsessed with aesthetics.

We’re something new—an interdisciplinary company that brings together communication functions to amplify the impact of brand and reputation through a powerful, unified lens.

At Stake, we guide organisations to shape reputations that endure—not as assets to be controlled, but as reflections of their purpose, shared with the world.

the beliefs that drive us

  • 1. Reputations are earned, but never owned:

    Reputation lives in the gap between what’s promised and what’s delivered. It’s built through action, shaped by trust, and defined by the expectations of those it touches.

  • 2. Reputation is human:

    It lives in the trust of employees, the loyalty of customers, the pride of communities, and the confidence of shareholders. It’s built on shared values, sustained through meaningful action, and tested in every interaction.

  • 3. Purpose is both a promise and a practice:

    It’s the driving force behind resilient brands and enduring reputations.

OUR FOUNDER

Matt Thomas is the Founder and Chief Catalyst of Stake: The Reputation Company, where he redefines how organisations build and sustain their reputations. With over two decades of experience across brand strategy, corporate and reputation communications, and public affairs, Matt has worked with diverse clients, from global corporations like Nike and Toyota to NFPs and government bodies navigating critical public challenges.

Matt’s expertise spans public and private sector brand, EVP, change and communications strategy, proactive positining and reputation campaigns through to steering crisis responses for legal actions, regulatory negotiations and data breaches. In the public sector, his experience crosses all levels of government and includes major public health initiatives such as the Victorian Government’s COVID-19 vaccination campaign, global trade initiatives, and campaigns aimed at reducing violent extremism. These experiences demonstrate his ability to address complex, high-stakes challenges with clarity and impact.

A champion of change, Matt is trained in IAP2 engagement and PROSCI change management, equipping him to manage multi-stakeholder projects that mitigate risk, reduce public outrage, and build trust. His systemic approach to reputation sees him aligning organisational purpose with stakeholder expectations, creating reputations that endure through action and authenticity.

His work is driven by a belief that reputations are earned through courage, transparency, and meaningful connection. Whether working with brands, governments, or communities, Matt’s focus remains the same: to inspire trust and create lasting impact.

OUr Position on Purpose

Purpose is about progress—not just for organisations, but for humanity and economies. It’s about reshaping value in ways that include but extend beyond financial metrics, creating growth that uplifts rather than strips it from others. Purpose challenges us to rethink how we measure success, ensuring our forward momentum doesn’t leave destruction in its wake.

Purpose isn’t just one-size-fits-all. It is flexible, adaptive, and deeply attuned to the diverse values and needs of the communities it serves. True purpose isn’t imposed; it’s co-created—shaped by listening, collaborating, and aligning with the realities of a changing world.

Because purpose isn’t just the ‘why’ of a business—it’s the ‘how.’ And in today’s world, how you move forward determines what’s at stake.