Tips for a healthy brand

STUDY the minutes of board meetings of companies and the discussions mainly centre on performance, governance, managing risk, reputation and maybe about people. Only in rare cases is branding discussed.

Elaborating on the above scenario, International Advertising Association (IAA) Malaysia president John D. Chacko tells StarBizWeek: “When you ask board members what is the most important asset of the company, they will invariably cite ‘our people and our brands’, usually, in the context of risk and reputation. Rarely is there real strategic discussion about branding.”