For Maggie Gross, BrandWorth started out as a question: How does a brand prove their value to a skeptical CEO or CFO who sees branding as a cost-driver?Maggie leads Brand practice at Deloitte. She has led strategy for brands like Dos Equis, Samsung, Keurig/Green Mountain, Lysol, and the Special Olympics. Her work with American Express on Small Business Saturday reframed the idea into the Shop Small movement – leading it to become a nationally-recognized holiday by Congress. Her work and ideas have been featured in the New York Times, Harvard Business Review, The Wall Street Journal, and even spotlighted in the Smithsonian Museum.In this special Office Hours episode, Jim and Maggie help answer that initial question. Tune in to learn about the four drivers of brand value and how the right mix attributed to about $1BN in incremental revenue for brands and the companies that are doing it well. Plus – Jim shares the toughest brand he transformed at P&G.Learn more about BrandWorth at: https://www.deloittedigital.com/us/en/offerings/customer-led-marketing/make-brand-a-c-suite-priority.htmlSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.