CEO of Interbrand, one of the world’s largest brand design & strategy companies, Jez Frampton, talks about his experiences working with some of the greatest brands and the fundamentals of brand valuation that informs his firms Best Global Brands Index.
If you don’t take anything away from this talk, always remember this phrase and you’ll never go wrong: love and admiration does not always equal to purchase. Repeat the mantra. Often. Why?
- It reminds brand owners to be clear and succinct about when developing their brand goals. “Love and admiration” are too broad to actually be measurable and actionable.
- What brand owners want, what all STAKEHOLDERS want is money in the bank, bottomline. Marketers often get confused by all the cool things out there, they forget that at the end of the day, your job is to bring in cash. It’s nice to be cool, it’s nicer to be cool AND solvent!
Jez Frampton may just be our new hero!