Business Messaging, The Intangibles of Perception…

Michael D. Moberly is a Business Intangible Asset Strategist, Risk Mitigator, and Founder – Principal of kpstrat and ‘Business Intangible Asset Blog

Most business leaders, management teams, boards, and investors (similarly) are variously versed in conventional as well as generational methods and language to introduce and market favorable perceptions of a business’ operating culture, and/or a product, service, offering, launch, and/or transaction, etc.

We are obliged to recognize…

  • how favorable and sustainable ‘perceptions’ can – do contribute to businesses valuation, standing, competitive advantage, and revenue generation capability-capacity.
  • various ways which a single favorable perception or a series of sustainable perceptions are embedded in the 15+ types-categories of intangible asset.

To be sure, particular-intangible assets can be favorably – circumstantially introduced and leveraged for advantage when – where leaders recognize it is relevant to do so and with the expectation there will be a return-on-investment.

Noticeably, today, the target audience for businesses to introduce and/or claim a particular and/or favorable perception, even though same is often readily observable…

  • should factor – include recognition of how – where target audiences may be inclined and/or accustomed to seeking and receiving such information, e.g., venue,medium, platform, source,and the message deliverer.

Each, we know, can variously influence (a.) message interpretation, and (b.) the strength – durability of the desired action and outcome (for the message and the messenger).

More specifically, the manner-in-which a messenger conveys their message and the platform (brand) in which it is received, are likely to include various forms and contexts of ‘attention drawing’ FUD factors

  • fears, uncertainties, and/or doubts which message deliverers elect to incorporate as having relevance to/for a circumstance and audience.
  • that ‘message’ an impending risk and/or conceived reality warranting thought, consideration, and perhaps action consistent with the message.

We are obliged to recognize that FUD factors may be opportunistically – selectively (subliminally) inferred and/or applied as congruent encouragement for targeted audiences to do – not do something, e.g., stay-the-course, alter or ratchet-up a previous view, perspective, or perception, under-written with a favorable rationale for doing so, e.g., a particular-action.

Not-infrequently, FUD-factors are gratuitously – arbitrarily introduced to attract ‘viral’ attention, some of which may ideological.

I encourage business leaders, et al, to consider anything – everything today is subject to fact checking and real time monitoring @ keystroke and streaming speed.

Hence, all are (fiduciarily) obliged to consider how messaging + messengerscan favorably or unfavorably affect a business’s long standing and mission essential intangible assets, in advance, e.g., ways – how same may translate to/for targeted + viral audiences which may – may not be receptive.

The ‘Business Intangible Asset Blog’ is experientially-researched, written, and produced by Michael D. Moberly, to provide perspectives, insights, and additional and sometimes alternative perspectives to readers, ala business leaders, management teams, boards, and investors, etc., to aid in identifying, distinguishing, assessing, valuing, safeguarding, and lucratively – competitively utilizing -applying their ‘mission essential’ intangible assets. 

Readers are-encouraged to review and comment on this, and other posts wherein arrays of issues related to business things intangible are authentically and practically conveyed.


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