Is Brand Valuation A Threat To Branding
Dominic MoseleyMCL
Over the past three decades, much of the most insightful thinking about marketing has been driven by the role of the brand. Before that period, in most businesses, sales and marketing were virtually inseparable, and the former generally dictated what happened to the latter.
The separation, empowerment and maturity of marketing as a separate business function coincided with the growth in the 1970s of planning departments, or their precursors, in a few of the major advertising agencies. These attracted talented people who began to ask questions about brands: what are...