In an article for Director Magazine, Kevin Roberts, CEO of Saatchi & Saatchi states “Brand and reputation translate directly to cold, hard cash.
“It is the emotional relationship a consumer has with a brand that is the defining factor between success and every other outcome.”
“Brand is a 24/7 living organism that does not sit still. Brands live in the real-time life of consumers. Your brand needs to be delivering every minute, every day.
Consumers own brands, not brand managers. They won’t be managed, they’re usually ahead of the company in their brand engagement.”
Need I say more …