NYLAQ Advisors

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Managing Intangible Assets for Value Creation

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Managing Intangible Assets for Value Creation

All assets matter when it comes to creating corporate value. The problem is that most corporations only measure and manage tangible assets leaving their intangible assets underutilized or under-invested.

NYLAQ Advisors consult with CEOs, the board of directors, and the senior management team to evaluate and report on the performance of their company’s intangible assets compared to industry peers. Our goal is to accelerate our client’s financial performance, including revenue growth and the cashflow multiple (stock price premium), by leveraging its greatest intangible asset, the corporate brand.

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NYLAQ Advisors

NYLAQ Advisors is a team of leading experts on corporate brand management. NYLAQ has developed breakthrough strategies to measure, value, and manage intangible assets to improve a corporation’s financial performance.

By utilizing proprietary methods, Dr. Gregory, Dr. Puckey, and the NYLAQ Advisors consult with CEOs and senior management teams to evaluate intangible assets’ performance compared to industry peers. The goal is to accelerate financial performance, including creating a stock price premium and increasing revenue growth by leveraging the corporate brand.

NYLAQ Advisors has pioneered significant breakthroughs in quantitative research that identify how intangible assets will be utilized to evaluate current and enhance future financial corporate performance.

With decades of experience, Dr. Gregory and Dr. Puckey are a trusted voice of reason and an excellent sounding board for the CEO of any major corporation interested in maximizing all the company’s assets.

 

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Testimonials

"I loved the account of your initial 'elevator speech.' We use that term and teach folks how to do a short pitch, but that may be the first time I have ever heard of it being delivered in an elevator! I may try to find a way to use some of these examples in my courses. I will also share it with my colleagues in the Department of Marketing, Entrepreneurship, and Innovation. It is a great story to illustrate both the principles of launching a new venture and the importance of corporate branding."
Jack WilsonPresident-Emeritus and Distinguished Professor at the University of Massachusetts
"Jim Gregory's book will be extremely useful to senior public relations executives charged with the responsibility of nurturing and protecting their company's corporate brand."
Robert D. FerrisFounder, DecisionPoint Advisors
"Jim Gregory has long been a pioneer in seeking ways to quantify the Return on Investment of corporate advertising. His unique approach to defining the relationship between advertising and corporate reputation will be helpful to any company in planning an effective communications strategy."
Richard CostelloManager-Emeritus, Corporate Marketing Communications, General Electric Company
"I own hundreds of books on branding, but Jim's books are all on my short shelf – the books I often refer to. His ideas on branding are stimulating, practical, and are based on many years of research."
Don SextonProfessor-Emeritus, Columbia Business School
"Jim Gregory is one of the pioneers of 'Corporate Branding,' and he offers clear and practical guidance on how managers can build their corporate brand to offer value for the firm."
David J. ReibsteinThe William S. Woodside Professor of Marketing, The Wharton School, University of Pennsylvania
"Jim Gregory's books bring his experience and insights together in a highly readable way to guide us on how best to manage corporate brands."
Donna HamlinPh.D., CEO, Hamlin Harkins, Ltd.
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Dr. James Gregory

Dr. James Gregory is the founder of NYLAQ Advisors. He is the chairman emeritus of Tenet Partners, global brand innovation and marketing firm based in New York, NY. Dr. Gregory also serves in the post of senior fellow at The Conference Board, in New York.

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