The TATA brand is a $ 13 billion dollar asset based entirely on two defining characteristics viz. compassion and integrity. Could the TATA’s build a completely new future built on this knowledge? EQUiTOR is a boutique strategy & management consultancy which was founded on the premise that a firm’s future (an hence it's true value) lies entirely outside its books i.e. in its intangible assets. In 2001, EQUiTOR joined hands with the world leader Interbrand to introduce the idea of recognizing and unlocking value from a firm’s reputation alone. By 2007, EQUiTOR had reverted to its independent status as a boutique brand value advisory. With a proven body of work in India, the Middle East and the Asia Pacific, EQUiTOR has delivered a little over $ 5 bn in unlocked value for businesses across a variety of industries and conglomerates. EQUiTOR has refined its founding philosophy into three disruptive business practices: 1) Value Recognition: To put a defendable fair value to these “intangible” or uncaptured assets viz. its reputation (brands) and recipe (intellectual property) 2) Value Reconstruction: To help construct an entirely new ambition (forecast) for the firm anchored completely to the value drivers of these intangible assets 3) Value Unlocking: To enable the building of a robust organization capable of taking on that ambition in totality. By deploying some combination of these practices entities, like Times of India, TATA Sons, Thomas Cook, Titan Industries, Infosys, AXA, ZEE, Mother Dairy, the Murugappa Group and a host of SMEs have been able to unlock previously unrecognized value from their brands and IP.