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Best Brands Outperform

Finally catching-up on some of the FTs that landed in the driveway this week. Interesting feature on branding and overall brand performance.

The challenge with charts like those below is they are used very liberally by marketing services providers to justify brand investment. It’s far more complex that the straight line between “good brands = more market value”. Many of the brands that outperform though invest little in traditional brand building and put their weight behind the fundamentals first – great customer service, amazing products and an experience that delights. You can call that good branding. But you can equally call that plain old fashioned good business.

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