Your brand is your organisation’s largest intangible asset, making up 20% of its market capitalisation value (Brand Finance, 2018). However, organisations often focus more on looking after their tangible assets like buildings and equipment (which contribute 45% less to the total company value than they did 25 years ago), and neglect to nurture and grow their brand.

VIM Group Managing Director Jo Davies spoke to Branding Strategy Insider about how you can prove the importance of investment in your brand to the Board.