Miles Young on Brand Valuation

Miles Young, Worldwide Chairman and CEO of Ogilvy & Mather uses this session of Miles' Minutes to draw attention to a new Red Paper called 'The Brand in the Boardroom'. The Red Paper, authored by Joanna Seddon, President of Global Brand Consulting, OgilvyRED, asks the CEO of clients about brand worth, method of valuation and how it's value can be augmented.

It's all about getting clients to better branding decisions that drive their businesses forward. Joanna believes that brand valuation is a dark art. Brands should be treated more as an asset rather than an expense and that would bring marketers into their rightful place — into the boardroom.