We need to implement something similar to Conquest from Final Fantasy XI. The Grand Companies need some additional sort of competitive measure. Maybe this has already been announced and if so please direct me to the post.
I think it should be similar to Conquest in that at each aetheryte camp you could turn in crystals, items, etc... to improve your conquest score. Monsters killed would also influence your grand companies ranking. The owner of the area would have reduced anima cost to the zones under control of their company.