How to maximise the power of brand assets

Brands can make their assets work harder if they follow certain key rules – Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown, explains their influence.

Brands can make their assets work harder if they follow certain key rules. Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown, explains their influence.

Introduction

Consumers can have a fickle relationship with brands, with research studies showing that they would not miss the majority of them if they were to disappear.