Why brand values have little value

This paper argues that trying to express a brand’s value (its `essence’) in a few words leads to a bland, practically unhelpful description which tells one nothing about what a brand really is.

Why brand values have little value

Tom Morton

A few years ago, an HSBC executive was asked about the bank's brand values. We know what they are, he replied, because we ask our customers what they are. A brand consultant recently wrote in another article...

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