Meaningful brands for a sustainable future: A new approach to measuring brand value
Kate CoxMPG Media Contacts
Both the OECD and the UK Government have recently published measures of the well-being of populations in an attempt to provide a truer account of people's state than using such blunt factors as Gross Domestic Product (GDP).
In its new analysis, Meaningful Brands for a Sustainable Future, Havas Media has re-framed this debate within the context of branding and marketing.
The report investigates well-being not in terms of governments and public policy, but in relation to businesses and brands. It...