Developing Decision-Making Tools

Viewpoint by Kevin O'Donnell, Senior Partner

Brands, by their very definition, are intangible assets, which in turn make them very difficult to manage effectively. And while most companies today talk about their brands as being some of the more valuable assets they own, they fail to recognize the critical importance of having the right systems and processes in place to guarantee that the value of these assets is being protected and further enhanced. It is a virtual certainty that without the right approach to making brand decisions, companies will end up wasting money in the name of brand building. Clear linkages to both the company's business strategy and the economic underpinnings of the company's business model are essential elements to building the right approach.