On 11th November Professor Malcolm McDonald explored the role powerful brands play in creating shareholder value at the Museum of Brands. Chairman of six companies, a professor at six top business schools and author of 45 books, following an extensive career at Brand Finance plc and Canada Dry, Malcolm spoke before a large audience, including representatives from The Worshipful Company of Marketors, the University of Westminster, and Conscious Solutions.
Malcolm initially explained that one’s brand draws customers in, but it’s not the value. Today the way you relate to your markets is what makes the real difference, and no brand can be everything to everyone. Malcolm continued to discuss the creation of shareholder value, and the complications associated with measuring intangible assets, which make up 64% of brand value in the UK! The evening ended with an energetic Q&A session, with engaged audience debate inspired by an illuminating talk.
The Museum’s professional development programme is generously supported by The Marketors’ Trust @marketors