Those that invest in branding, rather than just advertising, will survive the next decade. Those that don’t, won’t. Did you know that there are NO LSE Top 30 (predecessor to the now FTSE 100) entities around in exactly the same guise i.e. brand and business constituency as there was 50 years ago!
And yet brand investment is still largely undervalued. In my experience, many brand owners treat brandbuilding superficially, believing that it’s more important to make brute-force impressions through large advertising campaigns.
So passé. Sorry if I offend. But frankly, I only want to appeal to those that truly want to engage and invest in branding. I’m not interested in executives who think the slap and a tickle of a brand marque is branding.
See you in the next decade …