At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From discussions around reclassifying brand as a tangible asset to Nike’s brand value dropping by $20bn, it’s been a busy week. Here is my take.
Brand aid
The definition of brand can, sometimes, border on the philosophical. There are some definitions that amount to little more than word salad. And there is no common means to determine value.
None of this helps when making the case for investment in your brand. If it can’t be defined in a way that will sing to finance, how can any marketer or agency credibly demonstrate the virtues of nurturing it over the long term?
