I am often asked about the extent to which a sophisticated approach to branding generates a return that justifies the investment. That is a very good question. Certainly sophisticated branding can pay substantial dividends. Consider for example Apple, where the brand alone is valued at $100Billion US. On a more local level there are brands […]

I am often asked about the extent to which a sophisticated approach to branding generates a return that justifies the investment. That is a very good question. Certainly sophisticated branding can pay substantial dividends. Consider for example Apple, where the brand alone is valued at $100Billion US. On a more local level there are brands like John Hughes, which is surely the most trusted automotive dealership in Western Australia. Then there are brands that appear to have come from nowhere to dominate a sector, like – Boost Juice, Little Creatures and Youi. None of these businesses offer a product or service that is unique, but all of them have developed a very strong brand that has accelerated sales, boosted margins (often to what might be considered by some as obscene levels), attracted the best and brightest staff, maximised staff productivity and optimised the value of the business. Very few businesses…