• Margaret Molloy
• 17 Oct, 2016

As CMO of a branding firm, I am frequently asked to create a business case for brand investment. While many marketers intuitively recognize the benefits of investing in brand, it can be challenging to draw a direct line between the power of brand and its impact on business. Today, brands have evolved beyond a single logo and a tagline to serve myriad other purposes. Though the nature of its expanding functions makes brand difficult to assess, a variety of sources return evidence to support that
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