290: Expert Interview: Why Don't CFOs Get the Power of Branding? with Jim Gregory

Discover Your Talent–Do What You Love

Don Hutcheson

Entrepreneur, Turningpoints, Self-improvement, Careers, Business, Career, Education, Inspirational, Inspiring, Entrepreneurs

5 • 618 Ratings

🗓️ 10 June 2016

⏱️ 24 minutes

🔗️ Recording | iTunes | RSS

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Summary

Jim Gregory, marketing expert, explains how marketers are caught in a Catch 22 situation: they know the tremendous value of branding but face a gap created by generally accepted accounting practices (GAAP) that simply don’t take this into consideration. Much has dramatically changed in the concepts and methods of valuation since 1975, but accounting methods have not kept up. A leading expert on measuring the power of corporate brands and their impact on financial performance, Jim has written five books on branding, including Powerhouse – The Secrets of Corporate Branding.

Transcript

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0:00.0	Hello, world.
0:11.9	Welcome to discover your talent, do what you love, number 290.
0:16.6	I'm creator and host, Don Hutchison.
0:18.9	Every day, I interview someone from around the world who has discovered his talents to do work he loves to create a life of success, satisfaction, and freedom.
0:28.0	Once a week, I interview a well-known expert from the fields of business or personal development who share experiences, tools, and insights to help our listeners along their journeys.
0:37.8	Today, I'm delighted to bring you our listeners along their journeys. Today,
0:43.4	I'm delighted to bring you our featured expert, James R. Gregory. Welcome, Jim. Hi, thanks.
0:48.8	A few words about James Gregory. He's the chairman of tenant partners, a global brand strategy and marketing firm based in New York City. He's a leading expert on measuring the power of corporate
0:53.6	brands and their impact on financial performance. He's a leading expert on measuring the power of corporate brands and their impact
0:54.9	on financial performance. He also serves on the board of Turbis Corporation and is a member of the
1:00.2	Marketing Accountability Standards Board. Jim has written five books on branding, including his most
1:05.6	recent one, Powerhouse, The Secrets of Corporate Branding. Well, the branding issue is one that's near and dear to
1:12.1	my heart, too, having been in that business for a number of years. And you have really taken this
1:16.9	whole concept to another level. So I'm excited that we're going to be talking today on the topic.
1:21.4	Why don't CFOs get the value of branding? So set the table for our listeners and chat about
1:27.1	the importance of this topic.
1:28.7	I'd be happy to do that, Don. Thanks for having me. The issue of why don't CFOs get it is not really
1:35.5	the CEO's CFO's fault. It's an issue relating to generally accepted accounting principles.
1:41.4	It goes deep within the structure of standards that measure and
1:46.1	value all assets of a company, including the intangibles. And brands are part of the intangible assets,
1:53.2	and internally grown intangible assets are not reportable on the balance sheet. So if somebody acquires a brand or they acquire a company,
2:03.9	their brand can go on the balance sheet because they're valued at that point in time. And they can
	...

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