Right now, intangible brand assets are worth US$57.3 trillion globally. That’s more than ever before; and it’s A LOT of Rands. But marketing still doesn’t sit with the grown-ups around the Boardroom table.
We’re used to the last 5 minutes of the conference call, and being first to tighten our belts when it comes to the budget cuts. The only way to get marketing back into the box seat is to show that it boosts the bottom line, and prove that marketing works.