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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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Fusion-IO: Abandon all hope

C. HUYGENS - Wednesday, November 06, 2013
There are heroes, and there are zeros. The Consensiv 50, calculated monthly, comprise the former. In the 27-member Computers and Peripherals sector, Fusion-IO (FIO) is the latter.

Fusion-IO, a 2011 IPO darling and the employer of Apple co-founder Steve Wozniak, and one of the picks for the RepuStars Variety Corporate Reputation Composite Equity Index (REPUVAR) this year, has been imploding for most of 2013. Early in the year, the company admitted that it was relying heavily on just two customers: Facebook and Apple. They accounted for about 50% of revenues, and both companies said they had plenty of flash storage and would buy less in the future.

The exit of the two cofounders David Flynn (CEO) and Rick White (CMO) this spring was just answered by the resignation of Dennis Wolf, the CFO. During all this c-suite drama, the firm's Reputational Premium has been on a downward trend. The awful spike in the Consensus Trend, where a value in excess of 7% is considered worrisome, helps explain why its reputational health is dismal.

For more background on the Consensiv reputation controls that underpin the rankings, click here. To view the November 2013 reputational value league table at CFO.com, click here.

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