Brand


Brands -
The Cost of Scale

"A well built brand is the culmination of intangibles that do not directly flow to the revenue or profitability of a company, but contribute to its texture. Forsaking them can take a subtle, collective toll...Companies pay a price when their leaders ignore things that may be fracturing their foundation." - Howard Schultz; ceo, Starbucks


Brands
The Five "Why's" Applied to Brand Purpose

It can be an extraordinarily useful tool when applied to other cause-and-effect relationships, particularly why people don’t follow brands, why people do follow brands and how brands can transition from the former to the latter.