Comparing Brand building with Abe Lincoln's words on character and reputation

In her article "5 reasons to bring Brand into the boardroom", Deloitte's principal Jennifer Baron quotes Abraham Lincoln's words: "Character is like a tree, reputation is like its shadow". She states that Brand building is not about manipulating the shadow but it is about nurturing the health of the tree.

In her report she highlights how Brand is the most important intangible asset of a company and it is estimated at approximately 15% of the market cap of top tier organisations. Apple is at 26% and McDonalds' is 42%.

Read the report here 

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