We urgently need to rethink brand-building and reinvent marketing as the growth engine of businesses.
We live in a world in crisis, a world that has been reshaped by the pandemic, climate change and the call for social justice.
In this new environment, companies are under increasing scrutiny. From consumers who want to know how the products they buy are made. From investors who are shifting their investments to companies with ESG credentials. From employees who only want to work for companies that share their values. From communities who will rise up against companies they don’t approve of coming into their neighborhood.
This has put the spotlight on brands. Brands have never been more important—they embody what the company stands for. Their value and contribution to the business has been growing dramatically. Brands now generate, on average, a third of company financial value. Expectations from brands are soaring. Marketing has to rise up to meet them.
And yet, marketing is in turmoil. Marketers are at the bottom of the executive heap, trusted least, with lowest tenure, and the first to have their budgets cut. It is largely marketing’s fault. Marketers have failed to keep up with the times, to demonstrate the financial impact of what they do, adapt to changing customers, and operate in a digital-first world.
CEO’s top priority is growth. That, in fact, is marketing’s job. We urgently need to reinvent marketing as the growth engine of businesses. That is what Presciant is here to help you do.
Building Brand Alpha One Year On
We are thrilled to celebrate the one year anniversary since our official launch, which took place on January 11th last year. Thank you to all who supported us this past year, and we look forward to continuing the work needed to build brand alpha and maximize the value of brand for companies across industries.
Recognition for the Financial Value of Brand. MASB needs volunteers!
Finally, the financial value of brands is being taken more seriously by the marketing community, led by MASB, together with the ANA. We at Presciant are thrilled, and delighted to be involved in the initiative. MASB needs more brands to pilot a new approach. We hope that you will participate!
Coverage Of Our Official Launch
We are thrilled at the coverage of our official launch, which took place on January 11th this year. We were covered in depth in AdAge, Adweek, Campaign US, and featured very extensively in the media. We’d like to thank all the very many people who have expressed their support. Presciant is on a roll, helping maximize the value that brand can bring for some wonderful clients!
Coverage Of Our Official Launch
We are thrilled to see the launch of Encore, a leading global event production company. We’d like to congratulate them on the new brand and are very proud of the part that 3 Presciant team members, Joanna, Nik and Cristiano, played in creating it.
Calling Time-Out on the Crypto.com–Lakers Arena Deal
The news of the renaming of the Staples Center, home of the Los Angeles Lakers, to Crypto.com Arena has sparked outrage, nostalgia, and memes. From a brand perspective, the deal violates three basic principles of partnerships and is the marketing equivalent of a flagrant foul: brand fit, brand complement, and brand risk.
Meta—A stroke of brand genius from Zuckerberg?
We are being deluged with hype about Facebook’s rebrand. The commentary is all over the place. We need to take a step back and take a brand perspective. From the point of view of brand strategy, the change of the Facebook corporate brand to Meta is a masterstroke. It simultaneously accomplishes three things: distraction, rejuvenation, ambition.
Creating Brand Trust:
Brilliant Marketing from the FBI!
A lesson in building brand trust in the most unexpected context and catching hundreds of criminals in the process. The power of marketing fortifies success for the FBI as they turn detective work into a highly sophisticated brand campaign.
Energizing the Brand's Internal Stakeholders—
Making Real Change Irresistible
Successful change will impact culture just as much as culture will either embrace or reject change. To ensure that changes you make in your brand’s purpose, organization, operations, and go-to-market strategy achieve traction and drive value, here are some essentials.
What Next For Brands?
The Bubble Will Burst—Who Will Win?
Never has there been a year in which the brand landscape has been so transformed. Never have there been such clear winners and losers, and in some cases very unexpected ones. Our brand valuation estimates for 2020 show dramatic shifts among the most valuable brands.
'Tis the Season—How Brands Can Save the Holidays
With the holiday season upon us, the prevailing feeling the world over is more fear than cheer, more melancholy than jolly, more restive than festive. However, brands should see this as a chance to step in and save the holidays, to fill the void and truly bring meaning into people’s lives.
Celebrity Brand Licensing—Lessons from Rihanna, Kylie Jenner, the Kardashians, Melania Trump and Others
Marketers tempted by the idea of brand extension and licensing can learn a lot from Rihanna, Kylie Jenner, the Kardashians, Melania Trump and others. Their experience shows that extending a brand can be a huge source of risk-free profits. Or it can fail totally.
A Wave of M&A is Arriving—Are Marketers Ready?
Merger and acquisition activity is rebounding as corporations across the world shrug off their pandemic-induced inaction. The flurry of deal-making made the third quarter of 2020 the busiest on record. So why should any of this matter to marketers? And how should brand strategy be incorporated into the M&A process?
Coca-Cola—Beware of Zombies! They May Come Back to Haunt You
Coca-Cola is not the first to spectacularly rationalize its brands. Some years ago, Unilever stripped down from 1600 to around 500. It won’t be the last. Companies tend to go through cycles of brand expansion and proliferation and then burst. The Unilever number has crept up again to around 1,000. Why does this happen? And does it make sense? Our view is that it shouldn’t, and it doesn’t.
Trump – A Lousy Businessman But The US’s Best Brand Marketer?
I urge any marketer who needs to make a case for the power and value of brands to read today’s New York Times article, ‘How reality TV fame handed Donald Trump a $427M lifeline’. It provides a compelling argument for what can be achieved by building and monetizing your brand.
The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms
MASB white paper: Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measured in financial terms, the strength of brands and the resulting customer franchise must also be expressed and analyzed in financial terms. Regular measurement and analysis of the financial value of brands demonstrates the material contribution of brands to the overall value of the enterprise and provides an excellent management decision-making tool to enhance long-term enterprise value.
The Brand in the Boardroom: Making the Case for Investment in Brand
By Joanna Seddon
Bringing brand valuation out of the box and into the daylight will dramatically improve the financial performance of businesses that adopt it, which has the potential to transform marketing. Winner of the distinguished WPP Atticus Grand Prix.
Finance in Marketing:
A Practitioner’s View of Brand Valuation
Joanna Seddon discusses how brand creates value and offers a new way of looking at the financial valuation of brands. A video in the MASB Finance in Marketing Education project, a collaboration between Fortune 500 CFOs and CMOs, and top Finance and Marketing academics. Designed to fulfill the need for an academic course spanning the disciplines of finance and marketing.
Marketing Hall of Fame
The Marketing Hall of Fame is the only award which recognizes brilliance in innovation across the marketing profession as a whole. 7 years ago, it was radically revitalized and reinvented by some of the partners at Presciant. The process and event were streamlined and contemporized along principles of inclusivity, transparency, democracy and accountability.
Unleashing the Innovators: How Mature Companies Find New Life with Startups
Supported authors Jim Stengel & Tom Post in conducting a first-of- its-kind research to provide a rigorous underpinning to the book and give added power to its conclusions.
The Brand in the Boardroom: How Ogilvy & Mather reinvented The Marketing Principles of Brand Valuation
Journal of Advertising Research, 2015
Linking brand to business financials: How brand valuation has helped DuPont unlock the value of its portfolio
Journal of Brand Strategy, 2015
Firms that build brand value will be recession survivors
How to measure design’s contribution to business growth
Going upstream to capture big groups’ full value
The Financial Times, 2010
Super Bowl, Super Score: How advertising in the big game pays off for brands
Events & webinars
Marketing Hall of Fame: Bringing the Future Forward
Facing the future with brilliant marketing is more important now than ever—and more challenging. A live global discussion on the future of marketing with past Marketing Hall of Fame inductees, featuring some of the legends of marketing including Adobe EVP / CMO Ann Lewnes, Ogilvy Chairman Emeritus Shelly Lazarus, Author Seth Godin, and former P&G CMO Jim Stengel.
A virtual event on October 29, 2020
Brand in the Boardroom
How to turn brand valuation on its head to generate greater business value. ANA Financial Brand Management Conference, ANA Brand Masters, and 4As Platinum Forum.
BrandZ Top 100
Keynote Speaker at multiple WPP BrandZ Launch Conferences for the BrandZ Top 100 Ranking of the World’s Most Valuable Brands, launched in partnership with Financial Times, and coming out every year since 2006.
Creativity – What is it good for?
Eileen Campbell & Joanna Seddon dared to stand up on the main stage at Cannes, and present the case for measuring creativity. Full Session, The Cannes Lions International Advertising Festival, 2009.
Marketing Impact: How to Drive Fame & Fortune
Panel at IPA’s EFF Week. Provocative thoughts from Peter Field, Rory Sutherland, Joanna Seddon and others on the perils of short-termism, tech stack and attribution model, behavioral science, and demonstrating marketing’s impact in the boardroom. London. November 2019.
Does the CMO Have a Future?
The marketing department is in a state of upheaval, yet brand & marketing have never been more important. So what is going on? An urgent need to redefine marketing as the growth engine of businesses. The Executive Forum. December 2019.
Future of Marketing Roundtable
Moderated and subject matter expertise provided by Nik Gharekhan. Hosted by OnConference, 2016.
Building Brand Equity: New Rules and Challenges in a Global Marketplace
Presentation by Nik Gharekhan at Corporate Image & Branding Conference, Conference Board 2009
Getting a Return on Your Brand Investments
Presentation by Nik Gharekhan at Corporate Image & Branding Workshops, Conference Board 2008
Nurturing Brand to Deliver ROI and Create Value
Presentation by Nik Gharekhan at DMDays Conference, 2009
From Selling to Serving: A Dialogue on Marketing Today
Live webinar with Joanna Seddon, Hap Klopp, ex-CEO of North Face, and John Grant, writer and green marketing expert. Hosted by Mandalah, on purpose-driven growth in the time of Covid-19. July 15, 2020.
Level Up with Winnie Sun: Level Up Your Branding
Appearance on Winnie Sun’s TV show for the Nasdaq channel, which takes a fresh look at the cultural and social impacts of one of the most feared topics today…money. June 2020.
Who do they think they are? Designing the business around customers
Economist Conference, London, 2009
How Top Brands Build Shareholder Value
ANA Financial Management Conference, 2009
Best Brand Builders
B50 Brand Leaders Forum, New York, 2008
Building the Case for Olympic Sponsorship: An Innovative Approach to ROI
The ARF Conference, 2008
The Marketing Director and the Board: Proving how marketing creates shareholder value
The Economist Annual Marketing Directors Summit, 2008