The Brand in the Boardroom
Making the case for investment in brand
Miles Young considers this Ogilvy Red Paper to be the best published to date. The subject is new age brand valuation. Ogilvy & Mather has strong opinions about the principles that should be used and steps that should be followed when valuing a brand. Current brand valuation techniques miss opportunities to grow the brand and the business. The new brand valuation has the potential to transform the whole process of marketing, from strategy to execution. It focuses on practical insights into the drivers of brand value. Brand valuation has the potential to transform marketing. A must read.
Contents
Pick your method.
Workshops are ready to present and are in Keynote or PowerPoint. There are case examples in the preseantation, which you may replace for local relevancy. The presentations have speaker notes. Reading the Mindmap and the Summary (about 1 hour reading), on which the presentation is based, will update you on the specific knowledge on the subject. A Workshop presentation lasts about 45 minutes. Proposed handouts to participants of the Workshop: Mindmap and Summary of the book.