With the much-anticipated Wicked film finally hitting theatres, there’s no denying the excitement around this reimagining of a beloved classic. But beyond the magic and music, Wicked offers us a valuable perspective on reputation — one that resonates far beyond the Yellow Brick Road. The characters of Elphaba and Glinda give us important lessons about how reputation is shaped, challenged, and ultimately transformed — lessons that businesses today can use in reputation management.
At Igniyte, we know reputation management is more than just responding to negative reviews or managing a PR crisis. It’s about proactively shaping how you are perceived in the world. And in that sense, Wicked is a masterclass in how reputation can be misunderstood, manipulated, and ultimately redeemed. Here’s what the new Wicked film can teach us about managing reputation in today’s fast-paced, reputation-driven world.
Perception is Reality
From the moment Elphaba steps onto the scene, she’s labelled the “Wicked Witch” by the citizens of Oz. But this label is based on nothing more than appearances and assumptions. Elphaba’s green skin becomes the focal point of the public’s judgment, overshadowing her true character and intentions. The lesson here? Perception is everything. Whether you’re a person or a business, your reputation is often shaped by the way others perceive you — not always the reality of who you are or what you do.
In today’s digital-first world, perceptions are formed instantly, often by what’s posted online. This is why it’s crucial for businesses to stay ahead of their online presence. Regularly monitor your reputation, respond to misinformation, and take proactive steps to shape the narrative in your favour. How you manage what people say about you online can determine your success or failure.
Rewriting the Narrative
One of the most powerful themes in Wicked is the idea of redefining your narrative. Elphaba starts out as the villain, but over time, we learn that the story is more complex than it seems. She isn’t “wicked” at all — she’s misunderstood. Through her journey, she takes control of the narrative, shaping how others see her. Similarly, in business, your reputation is often shaped by the stories that are told about you. You have the ability to take control of your narrative and redefine how others perceive you.
Your reputation isn’t something that happens to you; it’s something you can actively shape. Whether through content marketing, social media, or PR efforts, businesses need to constantly tell their story — especially when negative narratives arise. By consistently sharing your values, actions, and successes, you can reshape how people view your brand, much like Elphaba reshapes her story from “wicked” to “powerful.”
Negative Labels Aren’t Permanent
Elphaba’s reputation is marred by a single label: “wicked.” But as the story unfolds, we see that labels are not always an accurate reflection of who someone truly is. Reputation isn’t static. It evolves. Elphaba may have started out as the villain, but through understanding, advocacy, and personal growth, she is revealed to be someone who was simply misunderstood. In business, negative labels can be incredibly damaging, but they don’t have to last forever.
Negative reviews, scandals, or a poor public image don’t define your reputation forever. With the right approach, you can recover and transform how others see you. When dealing with a crisis or a negative label, businesses need to focus on authenticity and transparency. Acknowledge any mistakes, learn from them, and take clear action to improve. Over time, consistent effort to make things right can help reshape a reputation, turning a negative label into a story of redemption and growth.
Authenticity is Key
The true turning point for Elphaba in Wicked comes when she decides to embrace her true self, unapologetically. Despite society’s expectations and the pressure to conform, Elphaba doesn’t hide who she is. She stays authentic to her values and beliefs, which ultimately makes her stronger. The message here is clear: authenticity matters in reputation management. When you’re authentic, people are more likely to trust you and connect with you on a deeper level.
Authenticity isn’t just a buzzword — it’s the foundation of a strong reputation. Businesses that act with transparency, uphold their values, and communicate honestly with their customers are the ones that build lasting trust. Trying to be something you’re not or pretending to have all the answers will only hurt your reputation in the long run. Stay true to your brand’s mission, and the right audience will appreciate and support you for it.
Crisis Management: Turning Challenges into Opportunities
Wicked also shows us that crisis and conflict are inevitable parts of the journey — but they don’t define us. Elphaba faces numerous challenges, but it’s how she responds to them that ultimately shapes her reputation. Rather than succumbing to the negativity around her, she uses her position to fight for what she believes in, ultimately transforming a negative image into one of empowerment and change.
A crisis doesn’t have to mean the end of your reputation. In fact, how you handle a crisis can define your brand’s legacy. If your company faces a negative event — whether it’s a product failure, customer complaints, or bad press — how you respond is critical. Effective crisis management involves addressing the issue swiftly, taking responsibility, and making the necessary changes to improve. Doing so can demonstrate your commitment to your values and rebuild trust with your audience.
The Role of Advocacy
In Wicked, Elphaba finds a true advocate in Glinda, who understands her complexity and ultimately supports her cause. This advocacy is key to shifting the public’s perception of Elphaba from “wicked” to “misunderstood.” Similarly, businesses rely on advocates to help tell their story and vouch for their character. Customers, employees, and even influencers who stand behind your brand can be powerful assets in managing your reputation.
Advocacy is one of the most effective ways to bolster your reputation. Building a network of loyal customers, employees, or influencers who support your brand can help amplify positive messages and defend your reputation when necessary. Encouraging your advocates to share their experiences can also help provide social proof and enhance your brand’s credibility.
Reputation Management: Embracing Wicked’s Reputation Lessons
The new Wicked film offers more than just a magical journey — it provides a roadmap for managing and transforming reputation. Whether you’re dealing with negative perceptions, misunderstood actions, or even a full-blown reputation crisis, the lessons from Elphaba’s story are clear: perception can be shaped, authenticity is key, and reputation is an ongoing process.
At Igniyte, we understand the importance of managing your reputation and shaping how the world sees you. By actively telling your story, embracing authenticity, and responding to crises with transparency, your brand can emerge from any challenge stronger and more trusted. Like Elphaba in Wicked, businesses can rewrite their own stories and create reputations that resonate for the right reasons. With the right strategies in place, your reputation can evolve from misunderstood to powerful, just like the iconic green witch herself.
