NEW YORK—Manning Selvage & Lee’s New York corporate group has launched a new service designed to help companies identify and effectively communicate their intangible assets, which drive value both for shareholders and customers.
The service, Intangible Assets, Real Results, is based on work the group has executed for large companies in the pharmaceutical, financial services and information technology industries over the past several years and helps companies identify and communicate leadership in critically important “intangible” categories such as quality of management; innovation and research and development; quality of intellectual property and professional advice; the ability to attract and retain talent; and corporate brand, culture and governance.
“Extensive research by the accounting industry indicates that intangible assets drive up to 50 percent of the market capitalization of public companies today,” says Andy Tannen, senior vice president and head of MS&L’s New York corporate group. “If investors are unaware of a company’s investment in intangible assets that drive value, the company may not achieve a full valuation for its share price. Equally important, our approach supports corporate and business unit marketing communications objectives by highlighting previously hidden company strengths.”
Intangible Assets, Real Results is a research-based service that helps companies “mine” and communicate the breadth and success of a company’s efforts in various intangible categories, and then measures the results.
The process begins with a series of interviews with executives at the senior-most levels of a company, including functional departments and subsidiaries. Data from the interviews, plus input from other employees, becomes the basis for a communications program designed to reach employees, investors, customers and other key audiences.