Mind the gap – why brand-building too often slips through the cracks

Jo Bowman

Research from the Financial Times shows that while business leaders understand the value of brands in delivering long-term returns, they are failing to make the necessary brand-building investment.

Business leaders and marketing chiefs are under-investing in building and maintaining their brands – even though they are convinced that strong brands generate commercial returns in the long run.

David Buttle, Global Marketing Director – Commercial,...

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