Why Brands Are More Important than Ever

No matter what sector you are in, having a strong and established brand has become increasingly important. With today’s digital economy providing more choice than ever for consumers, brands are now essential for consumers to make decisions and guarantee quality

In this video, Andy Milligan, co-author of Myths of Branding, explains why the rise of intangible brand assets has helped simplify the decision-making process for consumers, while becoming an important barrier for entry for other businesses in the market