Communicating brand value in the lead to IPO

This article considers the role marketers play in preparing a business for a flotation on the stock market and the importance of keeping a focus on the brand.

Communicating brand value in the lead to IPO

Doreen WangMillward Brown

The decision by a company to undertake an IPO is often seen as the highlight in a brand's story. It is a real confirmation that a brand has arrived and that there is sufficient interest from investors to provide considerable financial support for its growth plans. A huge amount of effort goes into preparing for a listing and it can take up to two years to put all the right teams and systems in place to make it happen.

What is surprising, however, is that, during all...

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