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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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Risk of Eponymous Brands: Trump and Weinstein

C. HUYGENS - Tuesday, October 17, 2017
Trump wealth slides $600m on NY property market: Realizing reputation value loss as disdain costs among stakeholders overwhelm support.

“ Bill Gates led the Forbes 400 for the 24th consecutive year, with an estimated fortune of $89bn, $8bn higher than estimated last year. Of the top 10 – all men – Mark Zuckerberg, co-founder of Facebook, saw his net wealth grow the most, adding $15.5bn over 12 months to $71bn.”

Read more in Financial Times.

More on reputation impairment and brand

Investors Criticise Deutsche Bank at Fiery Meeting

C. HUYGENS - Friday, May 19, 2017
Confusing brand for #reputation, CEO John Cryan demands that “Deutsche Bank should once again stand for integrity and credibility — for me that objective is not negotiable.” And confusing compliance with reputation #risk management, Chairman Paul Achleitner said “Deutsche was taking ‘extensive legal advice’ on whether former management board members bore ‘personal or collective responsibility’ for misconduct during their period in office.”

Read more from the Financial Times:

How to Destroy a Company's Brand Name

C. HUYGENS - Sunday, May 07, 2017
#Reputation #Risk “Corporate names are resilient: when their images get damaged, a change of management or strategy will often revive their fortunes. But personal reputations are fragile: mess with them and it can be fatal,” wrote John Gapper for the Financial Times in August, 2016.

How is it some firms have been able to bounce back while others are unable to survive? Both the German car giant Volkswagen and South Korean mobile phone maker Samsung have been mired in controversy in recent times. VW is still dealing with its diesel emissions scandal, and Samsung has had to face overheating phone batteries. Yet both have put these corporate disasters behind them.

Others have not been as lucky.

Read more in the BBC News.

Stop the Silliness

C. HUYGENS - Thursday, February 19, 2015
Let's stop confusing reputation risk management with mere likability, please. Read more in Risk & Insurance.

Brand v. Reputation: GM edition

C. HUYGENS - Thursday, April 17, 2014
An operational failure in business process controls or supply chain integrity management can help sharpen the difference between the value of a reputation, and the value of a brand. For a company like GM being roiled by evidence of longstanding failures in governance, controls and risk management, the difference implies two very different future courses.

Jonathan Salem Baskin, Managing Director of the reputation controls company, Consensiv, explains:

If corporate reputational value were nothing more than immediate public opinion — like brand awareness — then the company could rely on consumers’ ability, if not overt desire, to forget the past and literally “buy” the company’s latest sales pitch. But reputation is an asset based in operational reality, not the minds of consumers, and GM faces a long list of stakeholder expectations, and resulting valuations, that won’t be easily erased or forgotten. From processes to supply chain relationships, analysis and reporting thresholds, to all of the substance of its relationships with its various communities have been called into question by the ignition crisis, and those stakeholders are and will make future decisions based on it.

Read more.

Brand v. Reputation: Auto repair edition

C. HUYGENS - Thursday, April 03, 2014
Tuffy, a brand of auto-repair franchises, acquired a terrible reputation affirmed when its local franchise owner was arrested on felony charges for stealing from customers. A new owner bought the brand. Then he had to rebuild its reputation.

Read more.

Planning to attend RIMS 2014 Denver 29 April? Come learn more on enterprise reputation risk.

Brand v. Reputation: CSI edition

C. HUYGENS - Wednesday, April 02, 2014
A buyer of illicit drugs with a reputation for toughness meets stakeholder expectations by stabbing repeatedly a dealer who failed to honor his commitment to sell. Not to do so would create reputation risk and in certain markets, reputation risk can be costly, indeed.

Read more.

Planning to attend RIMS 2014 Denver 29 April? Come learn more on enterprise reputation risk.

Brand v. Reputation: Nissan edition

C. HUYGENS - Tuesday, April 01, 2014
British car buyers would rather buy Japanese-made Japanese branded cars than British-made Japanese branded cars. As the Consensiv blog explains, it was the reputation of Japanese workmanship and quality that sold the cars, not the brand.

Read more.

Planning to attend RIMS 2014 Denver 29 April? Come learn more on enterprise reputation risk.

Brand v. Reputation: NJ Edition

C. HUYGENS - Friday, March 14, 2014
An opinion survey's purpose is to discover what respondents think, not to influence or alter it. Actually, beyond "think," the real purpose is to obtain an indication of how the respondents will behave; e.g., vote for a candidate or buy a branded product. The problem with surveys is that what people think about candidates or brands is not necessarily an indication of what people will do about a candidate or product. The "moment of truth" can be shocking when expectations fed by opinion surveys are dashed by the realities of behavior as was demonstrated so vividly by Karl Rove in the 2012 US Presidential election.

Brands are about emotions and connections; reputations are about behaviors. To wit, A mere 38 percent of voters in New Jersey approve of Governor Chris Christie's post-Sandy efforts, more than half find him culpable for "Bridgegate," and yet 90 percent of respondents to a survey said they would vote for him again. So how badly damaged is the Governor's reputation?

Read more.

Brand, Reputation and Risk Management

C. HUYGENS - Monday, February 17, 2014
Here's one more entry in the ongoing series on the difference between brand and reputation. In this most recent posting, Jonathan Salem Baskin from Consensiv explains to a Risk Managers' group on Linked-In why understanding the difference is important...to risk managers. Read more here.

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