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21 Grams of Brand

Abstract: The current obsession with data, measurement and the need to ‘quantify’ in order to justify investment has led to dangerous attempts to put a price tag on the brand ‘contribution’ to the business. This attempt to measure brand value by artificially separating the ‘brand’ component from the rest of the business is an increasingly futile and damaging exercise. The brightest brands of the future will recognise this and seek to better understand and optimise brand value without attempting to separate it from the business and quantify it. Instead, a holistic and ongoing Brand Fitness assessment is needed to help brands decide where to focus their energies, boost business performance and provide a new basis for a healthier client-agency relationship.

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