Opinion: is resilience a strong brand’s greatest benefit?

Usually when we talk about the benefits of developing a strong brand we focus on its potential to amplify gains, to sell more or to price higher; but what if the greatest benefit of a strong brand is to help a business survive setbacks? Kantar Millward Brown EVP and Chief Global Analyst Nigel Hollis discusses this in his latest insight – read it here.

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 Gareth O’Neill