Thank you again for being such a great group.
Remember to feel free to ask questions. Consider me a resource. I really want you to succeed.
The easiest way is probably to email me at Chris@ChrisSant.com
(And, when you do succeed, please share the results. I’d love to hear about your victories.)
The slides are available here.
Finally, Jeremy asked about finding valuations for brands and the value of marketing-related goodwill. Some consultant resources are:
KPMG (showing that marketing-related goodwill — i.e., reputation, brand, etc. — is 31.9% in healthcare; most of the results are on page 16)
You can also find it in journals:
And in academic sources:
Nature (“it is the intangible assets of a company (including reputation) that currently represent as much as 40–60% of a corporation’s market capitalization. Thus, a company’s reputation is among its most valuable assets.”)