By Jim Prior

Brand consultants have long contended that a compelling and coherent brand identity is the foundation of effective advertising, and that investment in the latter without the former is inefficient. For the first time, however, we now have the hard stats to prove the point.

Our research with Millward Brown BrandZ, taking 10 years of valuation data from the world’s top 100 brands, shows that brands perceived by consumers to have strong advertising, but weaker branding, grew in value by just 27 per cent over the decade. In stark contrast, brands that are perceived to have strong advertising and strong branding, grew Read full story ›

Source: The Drum