Great brands and the role of ideals
Nick CooperMillward Brown Optimor
Recent research impressively documents what we instinctively feel: brands that represent an ideal have more-committed employees and a markedly better financial outcome.
Have you ever reflected on the fact that great businesses own great brands, and great brands belong to great businesses? It's no coincidence, and there are few exceptions. Perhaps one exception is the British car industry, which is littered with fabulous, sought-after brands. But in the past few years they have been brought into expertly run businesses, and the business results – with Land Rover making...