The business of brand is difficult. Sometimes selling in the idea of "branding" (the discipline of managing meaning from a customer's perspective) can be tricky. Businesses are run on numbers. On ROI. On investments. On cash. Brand is not governed by such metrics.
Why should a business buy into something fluffy fuzzy and emotional called "brand" and how can we measure if any investments in time or money have been worth while? Are investments in "branding" simply a side thing? A 'nice to have'? A ego trip for business leaders?
I answer: No. Investing in branding could not be further from this.
True - branding is about the long term. True - branding is based on emotion and beliefs. But done correctly "branding" creates meaning. And meaning creates value.
Well that's lovely - but how can you assess that value?