In pursuit of Enlightened Brand Value

This is an article I wrote for the BrandZ UK 75 Most Valuable Brands 2019 report — you can see it (and the rest of the report) here on page 70.

Brands exist as useful fictions in our world, to drive economic growth

Brands are intangible objects that help businesses build rich and valuable associations around their products. They help consumers navigate the world and communicate their identity. They help markets articulate and assess the value of the intangible assets within…