Linking Brands To Money
Wednesday morning marked the launch of The Brand in the Boardroom, Ogilvy & Mather’s latest Red Paper (click here to download). To celebrate the occasion, Carla Hendra, Chairman of OgilvyRED, welcomed a distinguished panel of experts to discuss the importance of: “Linking brands to money. Is the reason to have a brand because you can charge a premium for it or because you can have it preferred and loved.”
The panel, composed of senior leaders from DuPont, Google, Korn Ferry, and UPS, explored the complicated issues around determining that value and, more importantly, examined the ways that process can transform marketing.