In this age of 
globalisation, it comes as small surprise then, that the ‘unseen’ brand value benefit is in fact a key driver of shareholder value, amounting to nearly onethird of the valuation of the world’s Fortune 500 companies (according to prominent research consulting firm Millward Brown). Without a shade of a doubt, every brand needs to depict a compelling story for it to be successful. Then again, brands are the stories that unite us all in a common purpose within an enterprise and connect us with the people we 
serve on the outside. These brand stories give meaning to who we are and what we do. They’re a special kind of story – they’re strategic; over time they build on themselves chapter by chapter; they grow as they respond to changing customers and changing markets. Brand stories are, in fact, also what drive in reality an enterprise’s vital interface with its customers and stakeholders. The more consistent and convincing the brand story, the more it will propel the success of an organisation.
For Complete IIPM Article, Click on IIPM Article
Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
globalisation, it comes as small surprise then, that the ‘unseen’ brand value benefit is in fact a key driver of shareholder value, amounting to nearly onethird of the valuation of the world’s Fortune 500 companies (according to prominent research consulting firm Millward Brown). Without a shade of a doubt, every brand needs to depict a compelling story for it to be successful. Then again, brands are the stories that unite us all in a common purpose within an enterprise and connect us with the people we 
serve on the outside. These brand stories give meaning to who we are and what we do. They’re a special kind of story – they’re strategic; over time they build on themselves chapter by chapter; they grow as they respond to changing customers and changing markets. Brand stories are, in fact, also what drive in reality an enterprise’s vital interface with its customers and stakeholders. The more consistent and convincing the brand story, the more it will propel the success of an organisation.For Complete IIPM Article, Click on IIPM Article
Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
