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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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Comcast: A second opinion

C. HUYGENS - Friday, October 03, 2014
Comcast has twice been voted the worst company in America, and is turning to a marketing executive to fix things. This intrigues Jonathan Salem Baskin at Consensiv, who wonders whether those voting are taking actions that have any economic consequences -- the real measure of reputational value.

The poor showing at the ballot box is partly due to the company’s well-publicized challenges with customer service. It is also partly due to the nature of the ballot box. The voting was sponsored by Consumerist, a not-for-profit subsidiary of Consumer Reports.

Contrast the browbeating of the Consumerist's opinion polls with objective measures of Comcast’s reputational value that take in the opinions of all stakeholders, as reflected in their expected economic activity. When it comes to reputation, the behaviors that count from a financial perspective are clearly more favorable. Comcast ranks in the 86th percentile among the 23 companies in its peer group, at at around 77% of its algorithmically-determined potential. Comcast may not the best, most reputationally valuable company (Priceline Group is this month), but certainly Comcast is not the worst company in America.  Read more.


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