Do You Need A ‘Brand Guard Dog’?

Banks' most valuable physical assets are kept in vaults. Reserves of cash, gold and other valuables are locked behind imposing metal and concrete walls, with state of the art locks and alarm systems. They are hard to break into and a great amount of money is spent in outthinking thieves' ways to break in. Compare this approach with protecting a brand – arguably, most companies' most valuable asset.  Like banks with their vaults, companies spend huge sums of money building their brands. Once banks have filled their vaults, they use security staff and sophisticated technology to protect their assets.  Companies sometimes forget how important this is: they invest in campaigns, but forget to hire 'guard dogs' and buy 'alarm systems' to protect their brand. This error can be costly – but to understand this cost we need to look at how brand value is calculated.