Dun & Bradstreet and the intangible of reputation

Here is an interesting tidbit from BusinessWeek about the future plans for D&B. The credit reporting part of the business has been spun off as Dun & Bradstreet Credibility Corp. The CEO, Jeff Stibel, want to move the company into the business of reputation management. According to the story,

“What we’re trying to do now is show a holistic picture” of what makes a business appear trustworthy, he says. “Credit is just one component…. D&B’s largest competitors these days are Google, Facebook, and Twitter.”
. . .
Credibility Corp.’s first new offering will collect comments and reviews from sites such as Twitter, the Better Business Bureau, Yelp, and Citysearch.
. . .
“Businesses are confused and paralyzed,” he says, “because they don’t know where to start” managing how they are perceived online.

Unfortunately, the same can probably be said for how small businesses manage most of their intangible assets — not just reputation.

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