Dr. James R. Gregory is chairman, Tenet Partners, and senior fellow of The Conference Board. With 40 years of experience in advertising and branding, he is a leading expert on brand management, and the development of measuring the power of brands, and their impact on a corporation's potential financial performance. Most notable of the tools that Dr. Gregory pioneered is the CoreBrand Index®, a quantitative research vehicle that has continuously tracked, and correlated the reputations, and financial performance of over 800 publicly traded companies across 54 industries since 1990. Dr. Gregory has written five books on creating value with corporate brands: Marketing Corporate Image, Leveraging the Corporate Brand, Branding Across Borders, The Best of Branding, and Powerhouse – The Secrets of Corporate Branding. He is currently working on a new book The Theory of Intangible Capital.