So, I guess as a flipside of what I described as the “intangible brand experiences” that some very successful companies have, one could also look at this idea of monetizing (i.e., making money from) intangible concepts, and see “monetizing” as meaning how to TAKE ADVANTAGE of an intangible concept by creating a strong brand association with it.

Here are some other thoughts on the concept of “Trust.”

You’ve raised a valuable idea around monetizing intangibles. It is the missing link indeed for companies to nail down. It may be near ‘sci-fi’ to monetize concepts like TRUST, LOVE or Generosity across an organization and throughout its customer or brand experience, but companies like BMW, Tata and our clients are proving that they can monetize their business philosophy if packaged into an operational, trademarked asset (6 words or less). Hopefully this provides a ray of hope that something great is being done!

cheers
Harish