So why do so few leaders commit to viewing their brand as an asset that requires investment and maintenance?

So why then, with all the proof, do so few leaders commit to viewing their brand as IP? As an asset that requires investment and maintenance?

Why are there so few brand strategists on boards?

Companies that dominate understand the undeniable competitive advantage of a strong brand. These companies are lead by believers, people who get it.

They are believers in brand as a holistic concept that builds love, preference, and performance; they're building long-term relationships.

They understand relationships are emotional and necessarily reciprocal; you have to give to get. The return on this commitment is the reward of loyalty and advocacy and a host of benefits across the enterprise and in the market.

So give me the believers in brand, of the intangibles and the unmeasurable.

These believers know the power of brand to drive financial outcomes and ROI. These are the winners.