In my earlier articles for the ‘Brands in the Boardroom’ series, I advocated that within the higher layers of organisations more attention should be paid to the business and financial sides of brand management. In my first article I shared some tips on how brand managers can be heard in the Boardroom, by focusing more on the ‘logic’ of branding, instead of just the ‘magic’ (creative) behind the brand. For Boards to make decisions on what, where, and how much to invest in the brand, it is key to understand the financial engineering around brands – which I talked about in my second article. In this third article in the series, I’ll dive deeper into what’s changing in the world of brand management.

Read the full article here.

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