On the Origin of... Sales

Claire Dewhurst

Brand managers are still required to prove the importance of brands in building corporate profits, often to their own financial teams.

On the Origin of… Sales

Claire Dewhurst Millward Brown, Europe

You know that, as a brand manager, you are responsible for the most important asset in your organization. But does your finance team see it that way? To them, this seemingly obvious assertion may seem as implausible as Darwin's announcement that humans were descended from apes. “Where's the proof?” they cry.

As the body of fossil evidence has grown over the years, even hardened skeptics have admitted the likelihood that Darwin was right. We marketers also have “fossil evidence” that documents the importance of brands in building corporate profits,...

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