Economic benefits of branding
Leslie Butterfield, Partners BDDH, argues that Brand Valuation, and agency and client appreciation of it, is essential for a prosperous future
Leslie Butterfield
Brands rather than advertising are the lifeblood of advertising agencies. Advertising comes and goes, but brands live on. It is brands rather than just their advertising that deliver sustainable long-term value to clients' businesses. 'Sustainable' because they can command loyalty. 'Long term' because we are talking often about decades of contribution, and 'value' because without a shadow of doubt brands are valuable - to clients' businesses, and therefore to agencies.
Exhibit 1demonstrates...