[The American Brands Council]
James Gregory
Chief Executive Officer Corporate Branding,LLC
The ultimate goal of business leadership is to efficiently build equity in the company. Yet the corporate brand, an asset that improves equity and increases efficiencies when managed properly, is often absent from the business leaders’ agenda. Maybe it’s because making the jump from a collection of words and colors to a truly great brand has always been viewed as something of a mystical endeavor, but there are tools available to help make this process easier and more accountable.
As a consumer, you look through this book and see a collection of great brands, but as a business decision maker you must see a collection of valuable assets that have been leveraged actively and consistently. By clarifying the role of the corporate brand, and explaining how the brand creates value in terms of both cash flow and stock performance, companies can transform their brand into a valuable financial asset.
