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MISSION:INTANGIBLE, the blog of the Intangible Asset Finance Society, offers critical comments on intangible asset, corporate reputation, and finance; supplemented by quantitative reputation metrics. Intangible assets include business processes, patents, trademarks; reputations for ethics and integrity; quality, safety, sustainability, security, and resilience; and comprise 70% of the average company's value. MISSION:INTANGIBLE is a registered trademark of the Intangible Asset Finance Society.

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Sifting for sentiment

Nir Kossovsky - Monday, August 17, 2009
We all know instinctively, if not by experience, that five minutes of headline risk can destroy years of reputation building. The IAFS is interested in the business processes that build reputation, the processes that transform perceptions into reputation, and how that value can be maximized. We focus on the intellectual properties that comprise business processes for innovation, safety, security, ethics, sustainability, and quality. We focus on artifacts of these processes, such as patents and trademarks, and we focus on metrics.

While the most important commercial metrics are financial, there are leading indicators of reputation that inform on reputation development through its value chain. That value chain is discussed in an article in issue 36 of the journal produced by the Society's publication partner, IAM magazine, IA Metrics for the Other IP Market. The value chain schematic from that article is reproduced below.





Today's note calls our readers' attention to a metric of public impression comprising, as shown above, "media tone." The source of the media tone metric is the Financial Times' new product now in beta, Newssift. From a recent Newssift blog, we provide a link, without addtional comment, on the FT's media tone metric, sentiment, as used to report on the retail sector.

To recap the leader of the most recent FT/Newssift blog, "How are discount retailers weathering the economy? Fresh on the heels of news that Wal-Mart missed its sales expectations, we’re using Newssift to explore sentiment in the discount retail sector."

For those who have participated in the Society's monthly call, Mission:Intangible Monthly Briefing, you will appreciate that the above fits well with our summer-of-metrics theme. Comments on the FT media tone instrument are welcome.
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