Summary: This episode will explore the intangible asset classes that are driving company values up, the rise of IP-based transactions, and strategies for companies seeking to maximize the value of their intellectual capital. Today's guest is Dr. James Gregory.
Dr. Gregory is a leading expert on corporate brand management and developer of breakthrough strategies to measure, value, and manage intangible assets to improve a corporation's financial performance.
Most notable of the tools that Jim has developed is the CoreBrand Index® (CBI), a quantitative research vehicle that continuously tracks the reputations and financial performances of over 800 publicly traded companies in 50 industries. This pioneering work is utilized at the board level to evaluate current and project future potential corporate performance. Dr. Gregory is a senior fellow at The Conference Board, where he is leading a task force entitled, "Making Intangibles Tangible."
Key Moments From Dr. James Gregory's Interview
The CoreBrand Index (CBI) is a quantitative, longitudinal research study that started in 1990, designed to be a management tool for CEOs, not to drive market cap.
The CBI considers the perspective of outside, impartial observers (business execs, high volume consumers from outside the industry), in four key areas - overall reputation, perception of management, investment potential, and culture of innovation.
Patents and trademarks are one of the few things that show up periodically on a company's balance sheet or in their annual report, as a subjective measurement.
The events of COVID-19 have increased the value of R&D and the growth of intangible assets as an asset class.
Brand and marketing will never be a part of generally accepted accounting principles; instead, they need to develop very simple systems for understanding their value and reporting it on a consistent basis.
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