Communicating brand value in the lead to IPO
Doreen WangMillward Brown
The decision by a company to undertake an IPO is often seen as the highlight in a brand's story. It is a real confirmation that a brand has arrived and that there is sufficient interest from investors to provide considerable financial support for its growth plans. A huge amount of effort goes into preparing for a listing and it can take up to two years to put all the right teams and systems in place to make it happen.
What is surprising, however, is that, during all...