Your structured approach to brand management is killing you

For many years now, academics and agencies have been developing scientific models to measure the strength of the brands we build. This is based on the prevailing wisdom that a good brand is one that grows in equity over time. The result is a (very rewarding) sense that the brands we build have intrinsic value in the world – and on company balance sheets.

Building ‘brand equity’ has served us well to this point. There’s some good logic to it that we’re not about to challenge. However, there is something here that’s worth shaking up. It’s the style of brand management practice that has evolved from this prevailing wisdom.

Growing equity in brands