CLEVELAND, OH: Dix & Eaton launched a practice for businesses aimed at exploiting the value of their reputation and other intangible assets.
The practice, Reputation Valuation, utilizes a behavioral economics and statistics model called the D&E Impact Index developed by behavioral economist Pamela Cohen, Ph.D., over the last 15 years. Cohen was hired to lead the practice.
“We've been following her work,” said Dix & Eaton Chairman and CEO Scott Chaikin. “A lot of our work is senior marketers looking to maximize the value of reputations. It [the index] gives us the ability to say here is the value of your reputation, and here's how to increase that value.”
The index measures data from many sources, including social media. It then comes up with an analysis of an organization's reputation assets, and then links those assets to desired business outcomes.
The information garnered from the index can help an organization refine its messaging strategy to consumers and stakeholders, and how that strategy can improve market value and share, employee retention and revenue.
Chaikin said of the 15 organizations he's approached pitching the practice and the index, 13 have asked for proposals.
Before Dix & Eaton, Cohen co-founded the strategy consulting firm CCW, a business unit of Omnicom's Fleishman Hillard.