Maximizing the Value of Your Intangible Assets

David Stewart and Derrick Daye

Thursday, June 25
11 a.m. - 12 p.m.
Zoom Webinar


Intangible assets are not physical in nature. They include such things as brands, trademarks, copyrights, patents, data, customer lists, relationships (contractual and otherwise), employee knowledge, royalty and licensing agreements, and business processes, among others. In today’s economy, intangible assets account for 80-90 percent of the value of many firms, yet these assets rarely appear on the firm’s balance sheet or in other financial reports. This a problem for both managers and investors because what is not reported is often ignored and ignoring 80-90 percent of the value of a business is a formula for failure. This webinar focuses on the role of intangible assets and their management within the firm. It describes the unique characteristics of intangible assets and the implications of these characteristics for the value and success of a business. It presents a simple framework for assessing the health and value of intangible assets within a firm.


David Stewart, Ph.D. is the President's Professor of Marketing at LMU. Dave has held faculty and administrative roles at Vanderbilt University, the University of Southern California and the University of California, Riverside. He currently serves as the Vice President for Publications for the American Marketing Association and has previously served as editor of the Journal of Marketing, the Journal of the Academy of Marketing Science and the Journal of Public Policy and Marketing. Dave has authored or co-authored more than 300 publications and 20 books. His research has examined a wide range of issues including marketing strategy, the analysis of markets, consumer information search and decision making, effectiveness of marketing communications, public policy issues related to marketing and methodological approaches to the analysis of marketing data. His most recent book, Financial Dimensions of Marketing Decisions, focuses on the links of marketing actions and expenditures to the financial performance of the firm.

Derrick Daye is managing partner at The Blake Project. Derrick has spent the past 25+ years helping organizations release their full potential. His experience is as extensive as it is diverse, encompassing the disciplines of business strategy, brand strategy, advertising, sales promotion, and public relations. At The Blake Project he manages daily operations and serves as a senior consultant, helping businesses redefine and articulate what makes them competitive and valuable. For organizations and brands in critical moments of change he defines and analyzes disruptive issues, identifies and maps opportunities that fit their purpose and builds the strategic infrastructure necessary to help create the competitive future they seek. Prior to launching The Blake Project in 2003, Derrick held rewarding leadership roles at global advertising agency leader Saatchi & Saatchi as well as at three other respected advertising agencies. He credits his focus on brand strategy with his ability to align organizations with unmet customer needs.