Brand is the most powerful intangible asset. Understanding
a brand’s worth to the business in financial terms is
therefore an essential part of managing, protecting and
Unicorns often start as a brilliant technology solution to an unmet consumer need or they purposefully or inadvertently tap into a changing consumer trend.
We know from BrandZ™ that brands with purpose outperform those without. But a vague sense of purpose isn’t enough any more. Purpose needs to be specific, and intrinsic to every brand action and behaviour