How To Prove Brand Value In The Boardroom
Your brand is your organization’s largest intangible asset, making up 20% of its market capitalization value (Brand Finance 2018).
NEW THINKING
Your brand is your organization’s largest intangible asset, making up 20% of its market capitalization value (Brand Finance 2018).
Every business begins with a single product, a single segment, and a single way of going to market.
When people discovered that dropping Mentos candies into a bottle of Diet Coke creates a geyser that shoots 20 feet into the air, more than 800 videos flooded the Internet to document the volcanic possibilities.
In April 2017, the authors of Legacy In The Making visited me at Patagonia’s headquarters, in Ventura, California, to talk about the legacy I’m building as the founder of Patagonia.
This is one of our favorite topics with board members, specifically when it comes to licensing the corporate brand—or not.