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The Ups and Downs of Brand Evaluation

Branding is where it’s at. If you’ve got something to sell you can’t just throw it out there and hope for the best. That’s a great way to guarantee failure and a trip to foreclosure/bankruptcy land.  Some companies have worked for decades to get it just right. Apple ($500 million), Microsoft ($1.4 billion) , Disney ($517.6 million) and other top companies spend giant sums every year on advertising, marketing and branding. But according to the website knowing the true essence of a brand, or it’s “brand value”, is “more an art than a science“.

In a recent article the folks over at explain the modern art of brand evaluation and also highlight how it can go wrong with a  list of the World’s Most Misunderstood Consumer Brands. These are big names from the consumer products biz that perhaps need to do a better job of telling us not what they have done, but what they are doing.  It’s both a fascinating article and a list that might make you rethink how you are percieved not only by those you sell to, but also those you lead.

The World’s Most Misunderstood Consumer Brands