The 2016 vintage sees twice as many attendees as the inaugural year in 2015 with around 300 people, many from the worlds of PR and start-ups congregating at the Ziemelblazma center in Riga.
Introducing the event, organizer Dagnija Lejina said this year will focus on leadership as well as simply reputation.
"What is happening with leadership today? Who are the leaders? Maybe it's not about them but about us - there's always one person who starts change, so that's why we're bringing you here. Hopefully we'll get some answers," Lejina said.
Christophe Ginisty, who started what was then called Reputation War last year, said: "There is a big link between leadership and reputation. Traditional leaders are not performing very well. If you follow elections that are going on at the moment, it's kind of confusing, what traditional leaders are offering us. But still people want to find good, inspirational leaders. To find the right leaders to follow today, we rely on reputation."