Most organizations treat reputation management as a communications function: monitor casually, react when something breaks, issue a statement, move on. But in a threat environment where a coordinated disinformation campaign can generate press coverage before the morning standup is over, that posture isn't enough. This post applies the operational logic of an intelligence watchfloor — continuous monitoring, structured assessment, rapid escalation — to brand risk, and walks through a four-stage intelligence cycle that turns reputation management from a reactive cleanup exercise into a proactive discipline.