Rey Ocanas is BBVA Compass' director of corporate responsibility and reputation, but he's far from the only BBVA executive paid to keep both on the up and up. The bank and its Spanish-owned parent recently tied a portion of its executives' variable compensation directly to public perceptions of the brand.

In a sense, everyone who works at any bank is financially motivated to preserve a good reputation—or to strengthen a weak one. If reputational troubles trigger a decline in business or, at the extreme end, a run on the bank, that's not good for anyone's performance-based pay. But even with their heightened awareness about the importance of reputation, how many industry executives have considered making a portion of their annual pay conditional on the way their bank is regarded by the public?

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