brand valuation

It’s about your brand becoming a Repetitive Pleasure

Don't expect a USP. Expect a Repetitive Pleasure. We don't place the USP - the consumer promise - at the heart of everything. We've moved on from that thinking. A USP is the manufacturer talking at the consumer. It's one-way communication. It's rational, intrinsic and insistent on being 'beneficial.' A value proposition makes the consumer a recipient of [...]

Mark2021-01-19T10:59:57+02:00

(This article first appeared in the Financial Mail's Redzone on 23 September 2015) Brand development’s biggest challenge – brand valuation. The Coca-Cola brand accounted for 54% of the company’s stock market value in 2007, according to Jan Lindermann, a former Global MD of Interbrand. I’m assuming the figure is not significantly different today. In case [...]

Mark2021-01-18T16:44:34+02:00