I remember when I was studying for an MBA.. a professor was talking about the intangible value of a brand .. and finance.. and how they would reflect on each other .. At some point we were decomposing the parts of a balance sheet and they asked if one could sell the goodwill to invest in something else .. and the answer was of course .. no… well.. America has proven us wrong .. the way you sell the goodwill is to basically enshittification.. you quickly burn all your brand reputation by lowering your costs with shittier products .. your goodwill goes to 0 but your income increases so stock go up .. the CEO gets a fat bonus for it .. even tho the company itself is destroyed .. then the CEO quickly abandons ship and does the same on their next company .. rinse and repeat… infinite money!

We always called this “monetizing the brand” and it’s been annoying me since at least when Sperry when private equity and the shoes stopped being multi-year daily drivers