Mind the gap – why brand-building too often slips through the cracks

Research from the Financial Times shows that while business leaders understand the value of brands in delivering long-term returns, they are failing to make the necessary brand-building investment.

Business leaders and marketing chiefs are under-investing in building and maintaining their brands – even though they are convinced that strong brands generate commercial returns in the long run.

David Buttle, Global Marketing Director – Commercial, with the Financial Times, said a lack of confidence in how to actually support brand growth – and then how to measure it – was preventing many businesses from striking a better b