It is a well-known thought – “A man is known by the company he keeps”. It attracts immediate attention as everybody tries to ensure that he is associated with corresponding type of personalities. What about the folks/group/company on the other side though? Would they be interested to associate with you? Do you ever think that you need to ensure proper synergy to be part of that group/company too?
Usually most of the folks take it for granted that once they belong to the group/company, they need not worry how their behaviors/actions impact the company. Now, that decides how keen the company is to be known and how seriously does it consider its reputation before associating it with anybody.