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Big Picture: Strategies and Metrics for Brand Value

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Bill highlights the value of smart stakeholder engagement that is both analytical and purpose-driven.

When you consider that the cost of a meager 1% decline in brand value – which can easily be in the range of $200 million to over a billion for companies of the caliber of Target, Nike or Walmart – you quickly realize the importance of investing in protecting the soul of a brand. He outlines how five high-risk issues intersect with five high-opportunity groups of people that have a particularly strong voice these days: women, millennials, minorities, green creatives, politically uncommitteds.

Ranking both issues and influential stakeholders, and focusing clearly and authentically on the few intersections that matter the most to a company, is a great way to protect or restore the soul of any brand.


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