Developing Winning Brand Strategies

Introduction

At a time when businesses are finding it hard to generate strong growth and profits, it is surprising that many otherwise well-managed companies are either sitting on vast underutilized resources or are massively misallocating money on initiatives that are not accomplishing their strategic and brand objectives. Why are these businesses getting it wrong?

In this book, I argue that the reason is twofold. First, managers are failing to recognize that their business and their brand are, in fact, two interdependent parts of a single dynamic system. Second, they are too ready to accept poor and fragmented data as the basis for their decisions. What they should do, I believe, is analyze the systems of resources that make up their business ...