The real case for brand-based investment

David Muir, group development director of Ogilvy and co-author of 'The Business of Brands', argues that the proper place for the value of the brand is not on the balance sheet, as an asset, but as a dynamic in the building and driving of shareholder value (thus as part of the P&L and cash flow statements of the business).

The Real Case For Brand-Based Investment

David Muir Ogilvy

What does it mean that the Coca-Cola brand is worth around 102 billion?

In what way does this change our actions? What can we possibly do with this information?

One thing we could...