The Brand in the Boardroom: How Ogilvy and Mather Reinvented The Marketing Principles of Brand Valuation
Joanna Seddon
OgilvyRED
MANAGEMENT SLANT
- Exploiting the power to link brand to money provides a financial justification for marketing decisions.
- This enhanced brand valuation approach makes it easier to make the case for marketing investment by demonstrating anticipated business impact.
- By identifying the strategy that will drive most value for the business, brand valuation puts brand decisions on a different, more robust footing.
- Brand valuation can become the new brand tracking—expanding it beyond intermediate measures to the ultimate metric of money.
- All traditional areas...