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New research show why putting branding at the centre of your business operations pays financial dividends

The term brand value gets bandied about as though its meaning is a given. We all know that Apple and Google have it, for example. Some of us (OK, mainly those of us who go on reality TV shows) even use it about ourselves. But what does it actually mean?

Hector Pottie is associate partner and creative director at branding company Prophet London. He explains: “In today’s world brands live or die on what they do. If the experience is poor then loyalty won’t last long. There’s lots of choice and the minute a brand isn’t giving me what I need I’m not likely to stick around.”

You need to be sure that everyone knows this is what we stand for

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