brand-as-business bit:  By now you’ve probably read about Interbrand’s latest report on the Best Global Brands.  While most people were focused on the rankings, I was more interested in the piece about the valuation methodology which was buried in the report. Interbrand’s methodology is part art and part science, as evidenced by the inclusion of […]

Earlier this week, I spoke on “Gaining the Competitive Edge:   How Companies Drive Business Growth by Operationalizing Their Brands without Huge Marketing Budgets” at the Marketing Forum.   The workshop outlined the “brand-as-business” management approach — that is, the deliberate and systematic management of the business around the brand — thinking of the brand as the […]