build value into your business by building value into your brand This is the final in a series of ten articles addressing the brand – culture continuum, the direct and inevitable link between a business’s brand and its culture. The brand reflects the culture, and the culture determines the brand. Culture, not advertising, creates a […]

build value into your business by building value into your brand This is the final in a series of ten articles addressing the brand – culture continuum, the direct and inevitable link between a business’s brand and its culture. The brand reflects the culture, and the culture determines the brand. Culture, not advertising, creates a sustainable brand. While many might be surprised by the value of their brands, few would be surprised to learn the brands rated as most valuable in the world in 2017. The top three were: Google – $109 billion Apple – $107 billion Amazon – $106 billion These numbers are a measure of the value of the goodwill or intangible reputational assets of the businesses. These valuations do not include any tangible assets, stock, cash at bank, or intellectual property. On that basis, these are very big numbers. That said, they are all down on previous…