Our thinking is appearing in publications around the world

Why are companies using brand valuation? There are many reasons including, in a few cases, sheer curiosity. Using a case study of the Australian wine industry, Roger explains why brand valuation is the thing.

If the marketing budget — which always ranks very high on the schedule of costs on the income statement — was viewed more like the investment in assets, more marketers would sit on the board and have the ability to explain and report on the crucial assets within their purview.

Brand Valuation is important for us at Prophet because it embodies the intersection of our unique, individual capabilities: brand, marketing, design, innovation, digital and analytics.

Insights on how marketing and HR can work together to achieve business objectives.

Observing brands in contemporary art can be instructive, especially for firms selling services or products with functional benefits that are hard to objectively value.

An introduction to the importance of brand building in the financial sector, typical challenges that financial institutions face, and a five-step brand management checklist.

Spanish Cajas have a strong emotional connection with their regional roots, and hence, when considering M&A activities among these, it is critical to be very cautious and careful. However, these processes also generate the opportunity to provide the new company – the one combining 2 or more Cajas- with a powerful and differentiated brand identity; something that currently none of the Cajas have. *Please note this article is in Spanish.

In light of the recent bid for Altadis, the Franco-Spanish tobacco company, Joseph Gelman and Pablo Barrientos express their thoughts on the branding challenges facing the tobacco industry, in an opinion article published in the leading Spanish financial daily Expansión. *Please note this article is in Spanish.

This article in the special supplement on brands published by the advertising and marketing magazine El Publicista highlights how certain brands have been able to ignore the current trend in advertising towards politically correct messages. Prophet's Joseph Gelman and Bernhard Schaar use examples such as Burguer King and Direct Line insurance to illustrate their argument. *Please note this article is in Spanish.

In this article, Scott Davis answers questions about customer control: Does the customer really want to be your co-pilot? Does the customer want to do the marketer’s work in building the brand? Make your ads? Design your products? Distribute your message? Maybe not, he argues.

In this article, Michael Dunn advises business-to-business brands to do their homework before entering the Chinese market. Are strategic partnerships the way to drive customer loyalty?

An illustration of how companies are beginning to take a broader view of brand as it shifts from its traditional role as part of the marketing function to play an integral part in the overall business strategy.

Many business leaders are making important strides in transforming their marketing strategies to address changing competitive environments, emerging product and service categories, and evolving customer needs. They’re thinking in terms of solutions rather than products, stakeholders rather than customers, and redefining rather than upgrading. To be sure, these are significant advancements. Too often, however, leaders expect new marketing strategies to be successfully executed with old marketing capabilities. The fact is that great strategic plans have failed in the absence of capability shifts.

Over the past decade, gaming has established itself as a central part of our everyday lives. Social gaming in particular has become a widespread activity across practically all demographics. Christian explains what the next frontier for social gaming will be and what impact it will have on brands.

A recent survey of marketing executives found only 30% want to be a chief marketing officer. Small wonder, then, that CMO longevity is what it is: exceedingly short. How to make the CMO's job more attractive and, perhaps, stretch the tenure out? Read on.

The saying, "May you live in interesting times," is considered a curse, but wise leaders will understand it also as a blessing, and use it as a mantra in charting their course through the turbulence. 

An organization's senior-most marketing executives can position themselves to better serve as the missing link in the executive team — between marketing's capabilities and corporate growth.

It came as something of a surprise to me to learn that brand valuation is closely linked to a contributory cause of the world financial credit crisis. A big discussion point right now is how intangible assets that have no active market as a reference should be valued. Apparently, this was one of the major “last straws” in the demise of the banks which used level 2 as the method to value their assets and not level 1. If that means little to you, you are not alone.

Senior marketers, ask yourselves: Is marketing’s inability to get the traction it seeks within your organization real or self-imposed? Do you have control over the perception, power, influence, and abilities that marketing can truly bring to the table? Our recent study revealed several alarming findings that point to the need for marketers to start taking back control of the dialogue, and their destiny, within their own organizations.

Corporate and business unit marketers must recognize their differences and their common ground, and work together to maximize business success.