MISSION INTANGIBLE

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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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Alternative Message Overwhelms Strategic Intent

C. HUYGENS - Thursday, October 05, 2017
The backdrop sign's story overwhelms 4 days of Tory talk...signaling stakeholders a message undercutting the strategic intent of the multi-day party retreat; and reminding us that message, like price, is often set at the margin.

One Tory staffer, grimacing after letters began falling off a sign bearing the conference slogan — “Building a country that works for everyone” — said: “It could have been worse: I thought the ‘o’ might fall off the word ‘country’.”


Warranties, operating at the margin, have similar power. That is one of the reasons why Reputation Assurance is an effective strategic solution.

Read more in Financial Times

More on alternative messaging.

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