The Hub Cool News

Brand & Money

joanna seddonWhen brand valuation underpins marketing, budgets are no longer the first items cut. By Joanna Seddon. Until now, brand valuation has had a built-in accounting bias, stunting its usefulness for marketing. Even in a marketing context, brand valuation has remained narrow, focused on a single number, and largely nonstrategic. It has been the preserve of brand consulting and design firms, which tend to be small businesses with a relatively narrow focus.

Leading practitioners of brand valuation are separated from the wider world of marketing by P&Ls and organizational structure. Behind closed doors, they have developed arcane formulas for valuation. These formulas have become black boxes, mysterious in content, jealously guarded and presented as proprietary. Brand valuation has come to be seen as a dark art, the preserve of a small number of specialists. continue