These are tough times for the poor old brand manager: the constant pressure to produce quarter-by-quarter accelerated organic growth; the changing pace and face of competitive activity; the increasing attacks of pressure groups employing the media to leverage their interests; and perhaps most insidiously, the threat to the brand management system itself, brought about by increasing emphasis on generalist management technique rather than classic brand equity specialism.

Moreover, brands are increasingly in the spotlight as portfolios are focused, slimmed down, migrated or divested for cash. Private equity has moved in and...