Brands have always had an intangible value and in the past this has been so important that the valuation has been placed on the balance sheet.
The intangible value has evolved with the evolution of technology over the last decade.
- The brand is valued by consumers not as much on perception, more on delivery of promise.
- The brand is valued by consumers not as just on their own experience as on the experience of their friends, family and even reviewers.
- The brand is valued not just on the transactional relationship but also on the emotional relationship.
- The brand is valued by consumers not as much on what the brand tells them but on the strength of their listening.
- The brand is valued by consumers not what they stand for but increasingly on what they stand against and what they stand UP for!
Intangible used to be something in addition to company assets...not now....intangible as blogged above....are now the most tangible sign of a successful company in today's social media world











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