By  on December 10, 2008

At what price creativity?

As John Gerzema, chief insights officer at Young & Rubicam, sees it, the rise of the information-based economy has put a premium on the value of ideas. In the case of brands, the value of these entities has rocketed. According to Gerzema’s calculations, they’ve advanced 80 percent in the last 30 years and now account for one-third of an average company’s market capitalization, or $4 trillion of the $12 trillion in value in the S&P 500, in the first quarter of 2008.

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