Mission: Intangible
Managing Risk and Reputation to Create Enterprise Value
by
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How vital is this thing called reputation? Warren Buffet answers that question repeatedly, writing, “We can afford to lose money—even a lot of money. We cannot afford to lose reputation—even a shred of reputation.”
Reputations result from perceptions that stakeholders have about a company’s intangible assets. In today’s volatile markets, reputation resilience, is the dominant factor in determining a company’s ability to thrive and continue rewarding shareholders with above-average returns. Resilient reputations pay off with (i) pricing power, (ii) lower operating costs, (iii) greater earnings multiples, (iv) lower beta (i.e., stock price volatility) and (v) lower credit costs.
In a business culture that manages what it can measure, Mission: Intangible —Managing Risk and Reputation to Create Enterprise Value, advances the thesis that the value of intangible assets can be measured. And equally important, it shows that intangible assets must be consciously managed if a business is to realize enduring success. In each chapter, we link the management of specific reputational assets to measures of enterprise value, and show how metrics of reputation value correlate with return on equity. These chapters are the “how and why” of risk and reputation management. To reinforce the business case, we present many quantified examples from a wide range of companies.
One of the primary quantitative tools we use to track reputation is the Steel City Re Corporate Reputation Index. The Index captures market measures of pricing, net income, earnings expectations, and uncertainty. This Index also reports near-real time on reputation at the enterprise level. Upon finishing this book you will be comfortable with:
- Identifying your intangible assets, and understanding what, and how, they contribute to your enterprise value
- Building the business case for resources and confidently projecting a healthy return on investment
- Mitigating risks that may damage the value of intangible assets
- Understanding how superior management of intangible assets can provide a powerful competitive edge
- Developing communication strategies to help stakeholders better understand the value of your intangible assets.
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About the Book
In Mission: Intangible. Managing risk and reputation to create enterprise value, the author shares value-creating strategies for conquering headline risks and helping corporate executives, C-suite leaders, and business directors protect their most critical business processes.
Dr. Nir Kossovsky, chief executive of Steel City Re has spent the last 30 years helping companies increase, protect, and restore their intangible asset value. Dr Kossovsky offers convincing proof that protecting a company's intangible assets is an investment in reputation resilience and value creation. By reading this book, business leaders will obtain the knowledge and insights they need to:
- Identify how intangible assets contribute to enterprise value
- Build a business case for allocating resources to protect and grow intangible asset value
- Manage intangible assets to create a competitive edge and reputation resilience
- Mitigate risks that may reduce intangible asset value
- Develop superior strategies for communicating value to stakeholders
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About the Author
Dr. Nir Kossovsky earned an MBA from the University of Southern California, an MD from the University of Chicago, a BA in Philosophy from the University of Pittsburgh, and is a graduate of the Naval War College. He is currently CEO of Steel City Re and Executive Secretary of the Intangible Asset Finance Society.
Todd A. Miller holds a BA in History from the University of Michigan and is principal of Todd Miller & Associates, a Pittsburgh marketing and communications consulting firm. Todd’s background includes public affairs, lobbying roles, and serving as a staff writer and researcher for John McLaughlin of The McLaughlin Group news program.