The New Abnormal
Gareth Kay 'Creating tangible value from intangible assets'
Feb 3, 2025
Gareth Kay, a Partner at The Intangibles and a veteran in the creative industry, shares insights on leveraging intangible assets for brand success. He emphasizes problem-finding over problem-solving and the significance of brand behavior over mere storytelling. The conversation highlights the challenges brands face in the age of AI and the importance of crafting positive narratives. Gareth also discusses the macroeconomic forces influencing businesses today and how collaboration can unlock immense value. His extensive experience provides a fresh perspective on modern brand strategy.
33:28
Episode guests
AI Summary
AI Chapters
Episode notes
Podcast summary created with Snipd AI
Quick takeaways
- The surge of intangible assets now represents 90% of the S&P 500's value, necessitating a strategic focus on brand management and customer engagement.
- A new consultancy model merges management consulting, advertising creativity, and private equity urgency, promoting innovation and effective problem-solving in today's volatile market.
Deep dives
Understanding Intangible Assets
Intangible assets have surged to account for an astonishing 90% of the S&P 500's value, highlighting the crucial role they play in modern business strategies. This shift has positioned brand management, intellectual property development, and customer engagement at the forefront of corporate objectives, making them not just a CMO's concern but a priority for CEOs as well. Businesses are now realizing that effective management of these assets is essential for sustained growth, prompting an increased focus on harnessing their potential. This paradigm shift underscores the need for companies to adapt their strategies and embrace innovative consulting firms that specialize in maximizing intangible asset value.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
