OglivyRED's Seddon champions brand valuation

This event report assesses the failings often demonstrated by attempts to place a value on brands, and suggests the discipline is in need of a significant overhaul.

OglivyRED's Seddon champions brand valuation

Geoffrey PrecourtWarc

In a marketing ecosystem both enriched and hobbled by second-by-second tracking data, where algorithms – not people – drive billions of transactions a day, and where "pull" has replaced "push" as the operational dynamic, the concept of brand valuation seems to have slipped under the radar.

But one of its fiercest champions is trying to relight the fire under the practice. "Brand valuation has the power to transform marketing, to greatly increase its effectiveness, change how marketing is perceived, and to enable it to take its rightful place in the boardroom," Joanna...

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