?Branding Bag? - Branding Strategy Insider

There is an ever-increasing pressure on marketers to quantify the impact of brand management activities and investments on short and long term business results. Given the growing recognition that much of a company’s value derives from its non-tangible assets (such as its brands), public accounting firms will increasingly try to quantify the value of brands and their ROI, perhaps in ways that are overly simplified and not acceptable to marketers. Marketers would be well advised...

Can you help? I’m a Wall Street Journal reporter working on a series of articles about small business branding. I’m looking for examples of smaller companies (50 to 500 employees) that have developed innovative branding campaigns and have a story to tell about what has worked and why it was particularly successful for a smaller company.

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