Brand strategy: Brands, capital and crises
Rita Clifton BrandCap
In this edited version of her British Brands Group lecture, Rita Clifton looks at the features of strong brands and examines the reasons why some brands find themselves in crisis. Her main point – that the brand is the business, from the inside out – is one that many companies ignore at their peril.
We have been so spoiled for crises over the past few years that it is difficult to choose which ones to talk about. However, there are a lot of common lessons – good, bad and ugly...