Brands are the most powerful platforms to accelerate growth. A great example of this is Ferrari, with its recent $11 billion IPO. Whilst the business certainly has a great heritage, it is not fast cars that investors are interested in. It is the brand. Ferrari only sold 1699 cars last year, generating $600m revenue and $70m profit. Therefore a business valuation 150 times larger than annual profits must have an incredibly powerful asset, that can unlock future growth. In particular the opportunity to shift its meaning from fast cars, to luxury lifestyle. However most business leaders don't really understand brands, dismissing them as superficial or fixed assets. And most brand marketers don't focus on the strategic opportunities for brand-centred business growth. Yet be it the innovation of new products and services around it an existing market, or through brand extensions into adjacent categories and geographies, either directly or through licensing-type models, the brand can take your business further and faster, at less risk and less cost.
Global thought leader in strategy, innovation and marketing. He is a bestselling author, expert consultant and keynote speaker, helping business leaders to develop innovative strategies for business and brands. He is a thinker, advisor and practical entrepreneur. He is Professor of Strategy, Innovation and Marketing at IE Business School, one of the world's top ranked business schools. He features on the Thinkers 50 "Guru Radar" as one of the world's top business experts.