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.

Email Reputation Risk: Summer 2017 Edition

C. HUYGENS - Wednesday, July 19, 2017
Reputational risk is the risk of a verdict of culpability with prejudice and damages for emotional harm in the court of public opinion. The purpose of a reputation risk management strategy is to foster reputational resilience and a verdict of exculpation due to mitigating factors, according to Nir Kossovsky of Steel City Re.

“The entire notion of reputational risk is essentially a battle for the mind of the stakeholder. When a bad thing happens — as they always do — will the stakeholder say, ‘Yeah, that’s a bad thing, but it’s such a good company. It’s unfortunate, but they’re good people and they’ll recover.’  Or will they say ‘Yep, that’s what we expected. That’s a bad company and that’s one more thing we expected to come out of them.’”

Reputation risk management products such as insurances that behave like warranties help foster reputational resilience.

Read more in the Business Insurance.

Speaking Volumes Silently

C. HUYGENS - Sunday, June 11, 2017
Debasing the spoken word through the weaponization of social media, oddly, increases the value of other communications channels, such as warranties and fashion.

Hardly bedfellows by any stretch of the imagination, warranties and fashion find common grounds in their ability to serve their instrumental purpose—risk transfer and cover—while expressing something else of value. Warranties express trust; and today, fashion expresses defiance.

“In this uneasy, unpredictable age of random terrorist activity, with its sudden punches of dreadful, unprovoked violence on innocent people going about their lives, the propaganda of pluck has once again become a powerful balm.”


Read more in the Financial Times.

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