Do companies invest wisely in their brands?
Most strong brands flourish because of the way they’re managed – and a few despite it. Generally, too many invest more on the ‘superficial packaging’ of what they SAY through a new advertising campaign, visual identity or promotion than on the substance of what they DO – through the delivery of their people and their products. The two most important factors driving admiration of a brand are whether or not the product or service does what it’s expected to, and consequently whether it is perceived to have lived up to its promise.
