Building Brands on Wall Street

Rich Rico

The author argues that a company's annual report is often an unrealised marketing opportunity. It should be used as a visual and verbal articulation of the brand to its principal stakeholders.

Building Brands on Wall Street

How the annual report can provide insight and enhance brand experience

Rich Rico, VIA, Inc.

At many publicly held companies, the annual report has remained largely unchanged with each yearly iteration. The numbers change, goals and accomplishments are updated, and a few fresh photographs, images, and graphs are inserted to update the look. And while the primary goal of communicating financial and operational performance and goals to key audiences is accomplished, a great opportunity is often missed – the opportunity to use the annual report as a visual and verbal articulation of the...

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